CWB 113

Page 1






For advertising opportunities contact




19 REGULARS 05: COMMENT 06: NEWS 08: NCWA 10: LEGAL ADVICE 12: RETAIL THERAPY Store profiles and retail news 14: BRANDS TO WATCH Editor’s pick of brands 16: LAURA LOVES The coolest products for kids

FEATURES 17: MEET HUGO ADAMS, FRUGI’S CEO The new CEO of organic childrenswear brand Frugi discusses the company’s plans for growth 19: THE CHRISTMAS GIFT GUIDE CWB’s pick of children’s Christmas gift ideas, available to get in-store now



22 22: BRAND DESIGNS Why independent kidswear retailers should consider adding licensed products to their inventory

SCHOOLWEAR 26: NEWS 31: DAVID LUKE’S 16 UNDER 16 CHAMPIONS OF CHANGE David Luke Schoolwear’s nationwide search to find the UK’s most influential young environmentalists 34: GLENN LEECH, BANNER CEO Banner’s CEO on the company’s recent acquisition of independent schoolwear retailer, Monkhouse 36: BRITS SPEND ALMOST £1 BILLION ON BACK TO SCHOOL SHOPPING Market intelligence agency Mintel reveals its findings on Back to School spending

38: ESKIMO EPOS INTRODUCES NEW SOFTWARE The launch of new cloud-based software for schoolwear retailers 40: DRESSED FOR SUCCESS The Schoolwear Association’s latest research into the positive impact of school uniforms on mental health 44: THE RISE OF ZECO SCHOOLWEAR Zeco’s MD, Arwin Taheam, discusses the company’s recent developments and plans for growth 46: THE SCHOOLWEAR SHOW Preview of what will be on offer at October’s show 58: TALKING POINT Start-Rite Shoes’ new head of marketing, Jonathan Hudson, discusses Back to School marketing campaigns



COMMENT Welcome to our dedicated schoolwear issue coordinated with the industry’s annual trade exhibition, The Schoolwear Show. According to market intelligence agency Mintel, Britain’s parents spent £915 million on Back to School last year, making it the UK’s third biggest spending seasonal event beaten only by Black Friday and Christmas. More recently, Visa’s UK Consumer Spending Index for August 2018 credited Back to School for the year-on-year increase in household spending for that month. However, while these findings are positive and encouraging, they don’t detract from the undercurrent of uncertainly within the industry as Brexit looms. Glenn Leech, CEO of Banner, highlighted some of his concerns in an interview this issue including: Will exchange rates fall, further impacting the cost of school uniforms and sportswear? Will ports run smoothly post-exit? Will trade tariffs be imposed? There is no quick fix solution to these issues, but what will help any industry facing challenges is building a united front. For the last 21 years, the schoolwear industry has been brought together annually by The Schoolwear Show. This representation has been enhanced further over the last decade by the Schoolwear Association (SA). The SA continues to work tirelessly on behalf of all those involved in the supply of school specific uniform, providing everything from a collective voice for the industry through to sponsoring free-to-attend business seminars at this year’s Schoolwear Show. The SA has a great social side, too. Its fundraising event, which takes place after the first day of the Schoolwear Show, is a roaring success year-on-year. Plus, since the Association’s launch of the SA Awards last year, the fundraising evening now also includes an exciting presentation to reveal the award winners. As I write this, I’m actually days away from chairing the judging panel for the SA Awards 2018 - keep an eye on CWB’s website as we will be exclusively revealing the shortlisted entries. The point I’m trying to make - if you’re not already - now is the time to get involved with the forces that unite and drive your sector. As the industry title, we will strive to do all that we can to represent and communicate your news and views. So, if there is anything you would like us to cover, either digitally or in print, please do get in touch. We are here to represent your businesses. On that note, I will sign off and leave you to continue with the rest of the issue - hopefully I will see many of you at the upcoming Schoolwear Show but if not, please always feel free to get in touch at

Laura Turner, Editor

EDITOR LAURA TURNER SALES MANAGER MICHELE ALI DESIGNER MICHAEL PODGER REPROGRAPHICS/PRINTING IMAGE DATA GROUP LTD 01482 652323 CWB is published 4 times per year by NCWA, 3 Queen Square, Bloomsbury, London WC1N 3AR +44 (0) 20 7843 9488 | | Copyright© 2018 CWB Magazine Limited. All rights reserved. Reproduction of any written material or illustration in any form for any purpose, other than short extracts for review purposes, is strictly forbidden. Neither NCWA nor its agents accept liability for loss or damage to transparencies and any other material submitted for publication.

CWB is a fashion business publication owned and produced by The Childrenswear Association.




TOP DRAWER ATTRACTS QUALITY BUYERS After a successful September edition, Top Drawer continues to demonstrate that even with the changing retail environment, the show is a must-visit destination for buyers seeking the latest products and trend insight. Included amongst its visitors were UK department stores Harrods, Selfridges, John Lewis, Fortnum & Mason and Liberty, plus leading independents, museum groups such as V&A Group and gifting powerhouses Anthropologie, Oliver Bonas and Paperchase. The A/W 18 edition also saw the introduction of PLAY, a dedicated area for kids. Reflecting the dynamism and growth of the kids’ sector, PLAY offered buyers a comprehensive edit of design-led products within fashion, interiors, toys and gifts from the likes of Bertoy, 1 Two Kids, Le Toy Van, Mini Wallers, Toucan Toucan, Hanssop, Lello, The Book of You and Bloom & Grow.

FROM BABIES WITH LOVE IN SMALL BIZ 100 From Babies with Love, which donates 100 per cent of its profits to orphaned and abandoned children, has been named as one of the UK’s top Small Biz 100 by Small Business Saturday. A celebration of the baby brand’s achievements and contributions will take place on 27 November in the run up to Small Business Saturday on 1 December. This is part of the campaign’s mission to celebrate small business success and encourage the nation to ‘shop local’. Director of Small Business Saturday UK, Michelle Ovens, says: “The launch of the Small Biz 100 marks the exciting countdown to Small Business Saturday 2018 and showcases the companies at the heart of the UK’s economy, which we need to support now more than ever.”


New consumer research shows that parents want help when they go in-store, with assistance from shop staff and self-help tech. They also rate convenience, efficiency and good facilities, whether in a city centre, retail park, shopping centre or department store. The findings come from an online consumer survey commissioned by retail software company Cybertill, which surveyed parents of children aged 11 years and under. Research covered what drives parents into stores, their shopping channel and in-store technology preferences, their views on click and collect and loyalty schemes, plus what frustrates them when shopping. Key findings show the main incentive for 24 per cent of parents to go into a store is face-toface customer service from shop staff. However, 74 per cent of parents feel frustrated if staff appear less knowledgeable about a product than themselves. Plus, queue-busting is key, with 64 per cent of parents wanting a dedicated click and

collect till or area. When it comes to loyalty schemes, 68 per cent of parents are encouraged to hand over personal data in return for discounts, offers and points that equal money to spend in-store. In terms of in-store tech, 41 per cent of parents want self-stock check while 32 per cent want self-checkout via touch screen displays.



Online family concept store, Smallable, has opened a new bricks and mortar boutique dedicated entirely to babies. The new retail space, which is located opposite Smallable’s first physical concept store at 81 Rue du Cherche Midi in Paris, offers pushchairs, furniture, childcare items and decorative pieces. The baby boutique provides a range of in-store services including the creation of gift lists. Whether it’s for a new baby, a birthday, Christmas or a special occasion, customers can create a gift list in minutes. Smallable has also introduced its first-ever guide for new parents featuring 200 pages of inspiration, style and products. The practical guide to parenthood is available in both paper and digital formats.

Mothercare has introduced a 25-piece Snoopy apparel and accessories collection across its UK stores. The range features the characters Snoopy and Woodstock and uses a style guide created specifically for the infant category. Highlights from the collection include baby apparel from Paul Dennicci, children’s nightwear from Aykroyds, accessories from Misirli, shoes, bags and umbrellas from William Lamb and also plush from Aurora. Tara Botwick, senior director, International Territory Management (EMEA) for Peanuts Worldwide says: “Expanding the Peanuts presence in the baby and toddler demographic is an important part of our commercial strategy.”



CHILDRENSALON LAUNCHES CHILDRENSALON REWARDS Childrensalon has introduced Childrensalon Rewards, which allows new and existing customers to earn 1 point for every £1 they spend. As points accumulate, the customer achieves higher levels and exclusive rewards such as complimentary shipping and gift wrap, early access to sales and double-points days. The loyalty programme has six levels to unlock: Entry, Bronze, Silver, Gold, Platinum and Diamond. Clinton West, digital and marketing director, says: “Childrensalon Rewards is a vehicle for us to show our gratitude towards our loyal customers. It not only rewards customers for purchases, but has a strong focus on encouraging brand engagement, too.” Childrensalon’s loyalty programme is available across desktop, mobile and iOS app platforms.

MAKE IT BRITISH FORUM HEADS TO HUDDERSFIELD This year’s Make it British Forum will be held in Huddersfield, West Yorkshire. Now in its third year, the annual conference hosted by Make it British will take place on 2 November 2018 at Huddersfield’s Textile Centre of Excellence. The one-day conference titled ‘Building a Made in Britain Business’ aims to help companies manufacturing in Britain to improve their promotion on a budget. Guided by a panel of experts, delegates will gain knowledge on topics such as marketing, what buyers look for in suppliers and how to stand out in an evercrowded marketplace. Previous attendees include British brand owners, UK manufacturers, fashion buyers, consultants, suppliers and start-ups.

Quality and provenance are the buzzwords of this autumn’s Textile Forum on 10-11 October 2018 at One Marylebone, London. Amy Packham, Textile Forum’s event director, says: “Today’s fabric buyers are as keen to know the story behind the fabrics they have chosen as they are to ensure the designs are on-trend. Provenance is really important these days as designers are looking to ‘connect’ with their suppliers.” The show offers luxury fashion fabrics for designers of childrenswear, menswear, womenswear, bridalwear, special occasionwear, lingerie and accessories.

MINT VELVET LAUNCHES KIDSWEAR Mintie is the new kidswear collection by womenswear label Mint Velvet. Mirroring the brand’s classic womenswear pieces and relaxed styling, Mintie offers fun and contemporary girlswear for 3 to 10 years. Playing on colours, animal motifs, slogans and girly details, the collection is coordinated for effortless dressing. Comfort, style and practicality are key, with focus placed on soft, easy-to-care for fabrics. Pieces include sweatshirt dresses, sweatshirts, skinny jeans, knits, a pinafore dress, jersey T-shirts and a biker jacket. A party dress, tutu skirt and a faux fur jacket also feature.



UK childrenswear brand Kidunk is expanding internationally through a new partnership with Norwegian lifestyle distributor, Home & Kitchen. Home & Kitchen, which is expanding into the children’s clothing market, has set up its own online store and is pushing the brand to local retailers. “Our research found that although the Scandinavian trend for neutrals, greys and whites is far reaching in homeware and fashion, there’s a preference for brighter and bolder children’s play clothing,” says Kidunk director, Lisa Joyce. “Our playful designs appeal to this sector of the market.” As part of its international expansion, Kidunk also made its debut at the Oslo Design Fair in August.

An investigation by the Competition and Markets Authority (CMA) is underway following concerns social media influencers are not clearly declaring paid endorsements. Brands frequently use online endorsements from celebrities and influencers to reach target audiences and boost sales. However, where influencers are paid or rewarded to promote, review or talk about a product in their social media feeds, consumer protection law requires this must be made clear. For instance, through the use of the hashtags #ad #sponsored or #gifted. Essentially, if posts are not correctly labelled, followers can be misled. CMA can take enforcement action against any practices it finds breaching consumer protection law.

New research from market intelligence agency Mintel reveals teenage boys are amongst the UK’s main footwear consumers. Findings show 95 per cent of young British males aged 16-24 bought shoes last year. In comparison, females aged 16-24 are twice as likely to have not purchased footwear in the last year. Furthermore, casual shoes and trainers are the most purchased style of footwear for children today, proving more popular than even school shoes.

Leading Italian childrenswear brand Il Gufo has introduced the Il Gufo Softwear collection for a/w 18. The capsule jersey collection embodies the research and style for which Il Gufo has become known, with a continued focus on wearabilty and the comfort of children. The collection uses cotton fleece across a selection of garments ranging from classic romper suits through to more elaborate dresses and coats.

NEWS IN BRIEF Dot to Dot London, the independent trade show for children’s fashion and product, is relocating for its a/w 19 edition on 1-2 February 2019. Previously held at The Vinyl Factory, the 11th edition of the event will take place at The Crypt on the Green, Clerkenwell Close, London, EC1R 0EA. The historic venue, which features a dramatic vaulted ceiling, is a fiveminute walk from Farringdon and 15 minutes from Angel Tube station.



NCWA NEWS EXECUTIVE DIRECTOR’S COMMENT We may be weeks away from a deal on Brexit, or not as the case may be. Whilst arguments rage about what Brexit should mean – hard Brexit, soft Brexit, in or out of the Single Market and the Customs Union – and what the dangers or opportunities of a no deal Brexit might be, one thing is surely certain, that it is the lack of certainty which is making life difficult for everyone. The clothing and textile industry has a long supply chain. We are not unique in this, but the influence of fashion complicates matters as yarn moves to fabric (both knitted and woven) and finally to garment design and manufacture. With so much of that supply chain being imported and exported and with so much subject to forward ordering, we need to know what tariff regime is going to apply both for trade with the EU and with the rest of the World. If we are to be faced with “WTO rules”, meaning the duties that the EU and other countries apply to imports when there are no special trade treaties, we need to know as soon as possible and from when this is going to happen. One word of comfort I can offer is that I know from colleagues in other Member States that they are desperate to know what the situation is going to be because of the importance of the UK to them, both for exporting and for importing. I know also that they have been lobbying their respective Governments to tell the EU Commission to get on with it. Let us hope that we shall soon have an answer to the tariff situation. We can then move on to consider other matters of importance to the childrenswear industry. Some of them will fall to HM Government to decide, for example, the retention of the current zero-rating of children’s clothing and footwear for VAT purposes. The date of the next Budget has not yet been announced, but we shall have to keep up pressure on the Chancellor of the Exchequer. Other matters will be part of the Brexit negotiations, such as the ability to recruit appropriately skilled staff, particularly in manufacturing. On Standards, where the UK wishes to remain through BSI (the British Standards Institution) a member of the European Standards Organisation (CEN), this should be sorted out within CEN itself, although I have a suspicion that some Member States might try to use this as part of the Brexit bargaining process. Some members have asked me about agency legislation, as the UK Regulations were introduced because of the relevant EU Directive. I have heard of no plans to review this legislation in the short term and suspect that in any event there are far more pressing concerns for both Government and Parliament. Be assured that NCWA will be doing all it can to make its views known to Government. We shall also be working closely with the UK Fashion and Textile Association, which represents the whole of the UK supply chain. In the meantime, do let me know your concerns and your views. You can contact me at NCWA, telephone 020 7843 9488, e-mail If you are not an NCWA member, do look at our website, There is so much that NCWA membership can offer and you can easily join online. Elizabeth P Fox Executive director

NCWA COUNCIL: Chairman: MARK BARNETT, Barnett Agencies Imm. Past Chairman: SHARON BEARDSWORTH, RSB Associates Treasurer: DAVID BURGESS, David Luke Ltd — COUNCIL MEMBERS: NUALA MCKENNA Nuala McKenna Agencies Agent, DIANE SHAW Agent SARAH TAYLOR Agent, DANIELE SISMONDI Brand Stable Agent RACHEL RILEY Rachel Riley Manufacturer, EMMA-JANE ADAM Love My Smalls Ltd Manufacturer DAVID PARKER Baby Melanie Retailer President: KEN SCATES Marketing consultant Vice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultant Executive Director: ELIZABETH FOX


RED URCHIN LAUNCHES SNOOZEPACK Organic kids’ brand Red Urchin is launching an all-in-one portable napping sack and travel pillow called the SnoozePack. Part of the new a/w 18-19 collection, the SnoozePack is designed for nursery naps, travelling and kids on the go. The SnoozePack is designed to be easily and quickly unzipped into a napping sack. Once finished with, it takes just three folds to pack away and zip back into itself. The result is a compact carry case with handles, which also doubles as a travel pillow. Suitable for children aged 3 to 6 years, the SnoozePack comes in three different prints in soft, 100 per cent organic cotton jersey and is also machine washable.

JOHN LEWIS REBRANDS TO JOHN LEWIS & PARTNERS The 83,000 Partners who work for the John Lewis Partnership are now included in the businesses’ names, with both John Lewis and Waitrose adding ‘& Partners’. The rebrand aims to highlight what differentiates the company from its competitors; its Partnership business model and culture. The full identity change to all 348 Waitrose and 50 John Lewis shop facades, plus the combined fleet of 3,500 lorries and vans, is being phased over a number of years to tie in with refurbishment plans. Both retailers will continue investing in their Partners to enhance their skills and product knowledge. This includes the creation of Customer Service Ambassadors and investment in technology to improve customer service.

Read our blog and follow us on Twitter

THE NATIONAL CHILDRENSWEAR ASSOCIATION OF GREAT BRITAIN AND IRELAND Membership is open to everyone involved in the British childrenswear industry. Associate membership, open to non-British organisations, is now available. Membership costs from £100.




Jeremy Pee has been appointed by Marks & Spencer (M&S) as chief digital & data officer. Pee, who is currently senior vice president of Loblaw Companies, will join M&S on the 3 December. His role will see him lead the business strategy to transform M&S’ digital capabilities and drive the digital innovation agenda. He will also be responsible for leveraging the power of data and digital for the benefit of M&S’ customers, colleagues and shareholders. This is in addition to developing and embedding a modern digital mindset and culture across the business. Pee’s appointment follows a series of technology-focused partnerships with Microsoft, Founders Factory, Decoded and True to bring unique expertise to M&S.

Bertish & Company, owner of the children’s character brand Zuma the Dog, is celebrating a new partnership agreement with media production company Transcendent Media Capital. The two firms are teaming up to create a Zuma the Dog motion picture production company. Transcendent Media Capital will develop an animated TV show for Zuma the Dog targeting children aged 4 to 10 years. Episodes will teach youngsters about communication, conflict resolution skills, tolerance and diversity whilst also carrying a strong anti-bullying message. “This is such an exciting step for Zuma the Dog”, says Samantha Bertish, director of Bertish & Company. “Being able to put my character to good use for such a great cause means so much to me and we are delighted to be partnering with such a prestigious media company.” Work on the animation development starts later in Autumn.

PIGEON PLEDGES TO MAKE A DIFFERENCE Organic childrenswear brand Pigeon is continuing its Make a Difference initiative to add social and environmental value to its business by teaming with the charity Everyday Refugees. Through its partnership with the charity, the brand has already despatched two pallets to refugee camps in Greece. Pigeon founder, Jane Shepherd says: “Over time, clothing businesses inevitably end up with stock that won’t be sold for whatever reason. Some brands destroy it, but Pigeon prefers to put it to good use. As a small organisation we’re only ever going to have a tiny impact, but we’re developing our Making a Difference initiative to explore more opportunities.” image: Everyday Refugees

GRESHAM BLAKE FOR CHILDRENSALON COLLECTION LAUNCH Online retailer has launched an exclusive collaboration; Gresham Blake for Childrensalon. The collection - an exclusive partnership with Nickelodeon - includes characters from shows such as Rugrats, Hey Arnold!, Ren and Stimpy and SpongeBob SquarePants. Available for boys and girls aged 2 to 16 years, the limited-edition line presents 23 styles comprising colourful shirts and dresses. Design highlights include distinctive mini-me prints seen in the Gresham Blake adults’ collections as well as exclusively designed patterns. Michele Harriman-Smith, Childrensalon’s CEO says: “Both Childrensalon and Gresham Blake are fashion brands driven by innate creativity, interpreting all that is quintessentially British with a subtle quirkiness. We are incredibly excited about this collaboration between our two brands.”

NEWS IN BRIEF An NCWA members-only seminar on Cords and Drawstrings / Mechanical Safety of Childrenswear will take place on Wednesday 10 October 2018. NCWA seminars provide an introduction to the Standards process as well as an outlining the Standards, BS EN14682, Technical Report TR16792 and BS7907. Places are limited, please contact Michelle Payne at the NCWA office on 020 7843 9488 or email for a booking form or further information. Fashion & Textile Children’s Trust (FTCT) is the chosen charity of Textile Forum, London’s premiere fashion fabric show, which takes place on 10-11 October 2018 at One Marylebone London. FTCT will have a stand at the show to promote the charity and provide further information on how its grants can help families working in the UK fashion and textile industry. FTCT will also be selling refreshments at the show, with all proceeds going towards the charity’s work. A fully-fitted showroom is available to hire on a daily basis for agents looking for short term accommodation in the north. The space is suitable for children’s and adults’ clothing as well as shoes and accessories. The cost of renting the showroom is £100 per day + VAT with availability Monday to Friday. For further details, or to enquire about weekend availability, please contact Andrew Ross on 0151 722 7000.




Stephen Sidkin is a partner at Fox Williams LLP


When can you not say you agree? When your agreement says that you cannot! Confused? It’s understandable but when properly written, agency and distributorship agreements (and, indeed, a swathe of other commercial agreements) often contain what are called No Oral Modification (“NOM”) clauses. These are provisions which state that the agreement cannot be amended orally and, indeed, change is possible only if the parties have agreed to do so in writing. Some NOM provisions go further and require the writing to be signed by principal and agent or supplier and distributor. For some time, English court judgments highlighted a growing trend to allowing NOM clauses to be overridden by a subsequent oral variation. The rationale was that of so-called party autonomy. In other words, if the court considered that the contracting parties had reached the point where they had an intention to vary their original agreement, it was also the case that they intended not to be bound by any contractual formalities that such variation had to be in writing. In the case of agency and distributorship agreements, the ability of the parties to find themselves in this type of situation was considerable given the regular interchange which usually


occurs during the performance of an agency or distributorship agreement between principal and agent and supplier and distributor respectively. However, the above trend has now come to something of a stop as a result of a recent judgment of the Supreme Court. Departing from the judgment of the Court of Appeal, the Supreme Court decided that a NOM clause in an agreement had the effect of preventing a subsequent oral variation from being effective (and, as such, amending the original written agreement). However, the Supreme Court also decided that if the contracting parties do agree an oral variation in contravention of a NOM provision, a party may be prevented (estopped) from enforcing the agreement except as varied. Accordingly, if, say, principal and agent have performed the agreement as varied, and the agent has relied on the purported variation to his detriment, the principal will be prevented from enforcing the unvaried agreement. So what are the important points? First, it is rare that unwritten agency or distributorship agreements will work to the advantage of principal or supplier. The default position in both cases is that the law favours the agent or distributor. It follows that written agency and distributorship agreements should as a matter of course contain a No Oral Modification (“NOM”) clause. However, if a written agency or distributorship agreement does not contain a NOM clause, it would be worthwhile principal or supplier seeking to vary the existing agency or distributorship agreement (as the case may be) to include a NOM provision. Even if a NOM clause is contained in an agency or distributorship agreement, care should be taken by principal and agent and supplier and distributor not to act on an oral agreement which has the effect of varying the agency or distributorship agreement as they may be prevented from enforcing the agreement except as varied. © 2018 Fox Williams LLP


20/12/2017 20:04


RETAIL THERAPY We reveal our favourite independent boutiques, as well as news from the world of childrenswear retail.

THE PERFECT FIT 12 High Street, Peebles EH45 8SF Kerrie Guiney has worked in retail since leaving university, managing stores for the likes of Russell & Bromley and L.K. Bennett. However, running a shop of her own was the ultimate dream, one that became reality in May of this year with the opening of The Perfect Fit in the market town of Pebbles in the Scottish Borders. As a mum herself, Guiney has experienced many a stressful shopping trip with young children. For this reason, she wanted The Perfect Fit to provide a comprehensive offer under one roof combined with a relaxed atmosphere and top customer service. As a fully trained shoe fitter with 15 years’ experience, Guiney provides a full fitting experience for babies upwards. In terms of childrenswear, the shop offers bright, often organic pieces for boys and girls. Plus, to keep the stock fresh and exclusive, Guiney only carries one of each size. A wide range of gifts is also available, including a corner of the store dedicated solely to pocket money items. In addition to well-known labels such as Frugi, Blade & Rose, Bobux and Start-Rite Shoes, The Perfect Fit also carries local brands made by mums including The Colourful Edit and Katy Lou Designs. Plans for the business are to continue growing The Perfect Fit profile both locally and further afield via Facebook and Instagram. Additionally, towards the end of the year, Guiney will be hosting special shopping nights for the festive season.



Katy Lazenby opened her children’s shop Little Nelly in 2014 on Well Lane, Falmouth, before moving to the town’s main shopping street in 2016. Lazenby previously ran an independent bookshop for 10 years and when asked where the idea for Little Nelly began she replied, “it started with a hat - or lack of one.” The hat in question was a sunhat for her son, one she was unable to find in her hometown of Falmouth. This unsuccessful shopping trip highlighted a serious lack of baby clothes in the local area and the idea for Little Nelly was formed. The shop provides a colourful, welcoming environment for its customers with a product offer focused on design and sustainability. Childrenswear brands include Frugi, Kite, Toby Tiger and Piccalilly with toys from Bigjigs, Djeco, Best Years and Wee Gallery. An online shop is available and while Lazenby hopes to grow it in time, her priority is face-to-face service and ensuring Falmouth’s high street remains a vibrant visitor destination.



LITTLE NELLY 30 Church Street, Falmouth TR11 3EQ

All By Mama, the online marketplace for parent-run businesses is launching a new website this month. The revamped site includes a new seller portal complete with an easy to manage shop page and product upload. The website’s categories have also been reviewed and now include the addition of a new filter to enable shoppers to search more easily. Other highlights include a new and improved check out, next day delivery and improvements to the blog, which will now play a more prominent role. All By Mama was founded in 2014 by Gemma Whates, formerly a marketing account director for major companies such as Mars and Disney. Whates created the marketplace to showcase products created by mums and dads working around family life. Since its launch, the website has built a community of creative, entrepreneurial parents who make beautiful, unique products. Flexible working is at the heart of the business, from the All By Mama makers to its HQ team who all work remotely while bringing up their children.

NEWS IN BRIEF Debenhams has appointed Rachel Osborne as chief financial officer (CFO). Osborne, formerly CFO of Domino’s Pizza Group, has a strong retail background, with previous roles at both John Lewis and Kingfisher. She commenced in her new role on 17 September 2018. Her predecessor, Matt Smith, informed the board of his intention to leave Debenhams on 19 April 2018 and left the Group on 31 August 2018.

One of the biggest Next stores in the UK has opened at Intu’s Merry Hill shopping centre in Dudley near Birmingham. Boasting 55,000 sq ft of retail space, it offers Next’s largest collections of childrenswear, womenswear and menswear as well as incorporating a Lipsy concession, Costa Coffee and a homewares department. The opening is ahead of Intu’s plans to spend over £100 million refurbishing the West Midlands shopping destination.

MADE+GOOD LAUNCHES KIDS’ COLLECTION Made+Good, the curated marketplace for small, independent UK designers and makers has introduced a kids’ collection comprising handmade room decorations and accessories. Highlights include lighting, cushions, original art prints and wall hangings for kids’ rooms as well as soft toys, gifts and accessories. True to the online store’s ethos, everything in the kids’ collection is entirely handmade by independent UK makers and designers. Amongst the line-up is House of Cards, Crafty Willow, Sally Nencini, Twiice Loved and Myla & Oscar.

JOJO MAMAN BÉBÉ OPENS IN DIDCOT Mother and baby boutique JoJo Maman Bébé has opened its first store in Didcot. The new 1,350 sq ft shop is part of the Orchard Centre expansion, which is due to complete in 2018 adding 10,000 sq m of shopping and leisure space. Founded in 1993 by retail entrepreneur Laura Tenison MBE, JoJo Maman Bébé now has over 90 stores across the UK. It also recently expanded to the USA with stores opening in Connecticut and New Jersey.

A recent study commissioned by Royal Mail has revealed the average US shopper spends $86 (£66) per month shopping on UK websites. The main reason American shoppers buy from UK retailers is for ‘exclusivity, better quality and authenticity’. Furthermore, nine in ten of US shoppers trust items purchased from UK sites ‘not to be fake’ while three-quarters buy from UK sites when products are not available locally. SEPTEMBER/OCTOBER 2018 - 13








Baby and childrenswear brand Bob & Blossom has introduced a number of new ranges to its offer. Among the launches is a new capsule collection of pyjamas for children up to five years of age. There is also a new line of grey marl sweatshirts available up to six years of age, which are a variation of the current range but with a more relaxed fit. Elsewhere the brand’s popular frilly chiffon tutus are now available in a new peach and coral shade and can also be packaged in a gold tutu gift box. Wholesale prices are £12.50 for pyjamas and £14 for sweatshirts.

Rooted in the nurturing sense of home and family traditions, Jenest has set out to create a brand for newborns, kids and mothers that captures this very spirit. Launched for s/s 19, it bears a personal signature pairing the Portuguese heritage and Dutch practicality of co-founding mums Melanie von Mühlen and Anneke Torenstra. Designed in Amsterdam and fair trade-produced in Portugal, Jenest is a yearround collection supplemented by seasonal injections. Highlights include nursery essentials and babywear plus apparel and nightwear for kids and mums. Wholesale prices on request.








Launched in June, Adam & Louisa is a new UK brand of childrenswear that combines contemporary lifestyle with couture designs. The label’s collections are inspired by current trends, with fashion forward designs bringing a playful edge to childrenswear. Adam & Louisa takes pride in designing and making its garments within the UK. Quality materials are important to the brand, as is protecting the environment, which is why Adam & Louisa chooses to use recyclable fabrics. Many items in the collection are also unisex. Wholesale prices £15 to £60.

Launched in 2016 by Rachel Campbell, Gooseberry Fool is a brand of traditional yet stylish baby and toddler clothing and gifts. The collection is handmade from crocheted pima cotton with a focus on sustainability and timeless, heirloom pieces that can be passed through the family. Key items include booties, bonnets, cardigans, rompers, bloomers and crochet crowns. As a mother of four, Campbell ensures that all of the items in the collection are comfortable, stylish and also easily washable. Wholesale prices £7 to £25.

Womenswear brand Sugarhill Boutique was founded in Brighton in 2006 by brother and sister Pawel Przedpelski and Aleks Aldous. Earlier this year, the label rebranded to Sugarhill Brighton and launched a mini-me capsule collection for 12 months up to 5 to 6 years. The brand - known for its statement hand-drawn prints and playful style - debuted the new children’s season capsule for s/s 19, offering seven unisex mini-me versions of best-selling styles. Highlights include rainbow printed sweatshirts and animal motif T-shirts in organic cotton. Wholesale prices £6.80 to £11.90. SEPTEMBER/OCTOBER 2018 - 15






Tiger cushion

Bookworm necklace

2-in-1 cardboard pram and storage box




Baby’s First Year book

Soap containing a recycled toy

Unicorn hobby horse



MEET HUGO ADAMS, FRUGI’S NEW CEO Laura Turner speaks to Hugo Adams, the new CEO of organic childrenswear brand Frugi, as he embarks on plans to accelerate the company’s growth following its recent acquisition by private equity firm, True.

Laura Turner: You recently joined Frugi as the company’s CEO. What attracted you to the business? Hugo Adams: I’ve been an admirer of Frugi for some time. The brand’s founders Lucy and Kurt Jewson and their team have built a fantastic business based on strong ethical and environmental values. I love the combination of great product and strong ethics. The Frugi range offers exceptional, quality organic products with a unique design and the brand balances beautiful, bright clothing with organic cotton that children love to wear. These relate into benefits to not only the children wearing the clothes - i.e. on

their skin - but also the environment and our farmers and suppliers. It also helps that the team know how to have lots of fun along the way - I’m very proud to be part of it. LT: What is your professional background? HA: I’ve worked for a variety of businesses across a number of industries including The Body Shop, Mondelez, Dyson, Marks & Spencer and Superdry. I’ve experienced the journey from founder and entrepreneur led businesses right through to substantial global companies. It’s an exciting journey to go on. Within these businesses I’ve held a wide

variety of roles including merchandising, marketing, franchising, business development, international expansion, strategy, property and general management. My driving motivation is consumer and market understanding, opportunity identification and developing and delivering growth plans. LT: How do your key strengths align with Frugi? HA: I like to work collaboratively with the teams to deliver a shared vision. Frugi already has a strong management team in place and the huge success of the brand is evidence of that. The >>> SEPTEMBER/OCTOBER 2018 - 17


business is in great shape with great foundations. The opportunity now is to leverage the strengths of the brand, product and design and accelerate the growth of the business further. LT: What’s first on your agenda? HA: To get the word out about the brand. Frugi’s customers are the most passionate and committed of any brand I’ve ever seen, however not enough people know – yet – about our amazing product and values. Once customers experience our product they are loyal to it for the long-term. It’s a really compelling story to tell and more people need to hear it. LT: And the long-term plans? HA: There are a wealth of openings in digital, wholesale and international markets as well as other medium to long-term new initiatives. We will get to all these opportunities in a structured and organised way. We’re building a sustainable business for the long-term and will scale the business rapidly, but carefully. LT: What role will digital play in Frugi’s plans? HA: A very important one. It’s already a substantial part of our business, but there is much more that we could and should be doing to grow this channel. Having said that, we are stocked in over 500 retailers globally and remain totally committed to working with our existing retail partners to maximise their Frugi sales as well as encouraging new retailers into the Frugi family. LT: Your appointment coincided with private equity firm True acquiring a majority stake in Frugi in July. How will True help support the brand’s future growth? HA: True has great retail and consumer sector expertise within its ‘Live Network’, which will help identify next generation marketing solutions, products and emerging technologies to 18 - SEPTEMBER/OCTOBER 2018

accelerate UK and international growth. It also has a great combination of private equity companies, innovative start-ups, investors and leading industry retail partners that will help support Frugi’s plans and drive value and innovation. It’s a pleasure to be working with True and to have its support. LT: Geographically, where is Frugi looking to for growth? HA: We are already in 28 countries, although many only superficially. The first priority is to drive depth in the largest markets where we already have a presence. We’ll approach new markets in a structured way based on market attractiveness and accessibility with a tailored market entry plan for each new territory. I can’t give away all our secrets here, so I won’t name specifics at this stage. LT: What are the main challenges Frugi faces as a rapidly growing business? HA: Frugi’s infrastructure, creativity and capability is already strong and is underpinned by a clear sense of purpose. The main challenge is not related to fixing anything. Instead, it’s about growing in a rapid but sustainable way. In particular, it’s about focus, and doing a few things really well rather than lots of things superficially.

LT: How much input will Frugi’s founders have in terms of the business’ future developments? HA: Plenty. Lucy remains on the board and will continue to work as an advisor to the business. I meet with her weekly to exchange ideas and she is fully involved in the design and development of the product. It’s a powerful combination of her entrepreneurial passion with my corporate background. LT: What trends do you see driving the childrenswear industry and how is Frugi placed to accommodate them? HA: The team is focused on delivering against three key trends: unisex, child centric and closed loop. The first is about designing without gender stereotypes and more ‘blending’ across the ranges. The second is for us to design with children in mind, building an emotional connection with our wearers as well as being practical, comfortable and functional. The third is looking for closed loop solutions by extending product life, use or purpose. All of these are well progressed and we are appropriately placed to deliver against these trends. LT: Where do you see the company in five years’ time? HA: As the most fun, desirable and trusted clothing brand on the planet.


THE CHRISTMAS GIFT GUIDE CWB’s pick of children’s Christmas gift ideas, available to get in-store now.

Rachel Riley

Gingerbread man babygro

aden + anais

Twinkle swaddles

Funky Feet Toys

Fox baby scarf

Blade & Rose

Santa leggings, socks and hat

A Little Lovely Company Pastel stars string lights


Hand sewn Swedish moccasins SEPTEMBER/OCTOBER 2018 - 19



Rocking horse

Play & Go


Bath bomb 20 - SEPTEMBER/OCTOBER 2018

Small owl chick

Plan Toys

Cuddlebunny toddler towel



Soft play mat and storage bag

Pull along snail

Inch Blue

Heirloom Valentina shoes

Meri Meri

Charm bracelet advent calendar



Winter giant colouring picture

Best Years

Kids Boetiek

Crochet elf rattle


Bow headband

Wooden truck with rectangular blocks

Selfie Clothing

Colour-in advent calendar


Silver glitter shoes SEPTEMBER/OCTOBER 2018 - 21


BRAND DESIGNS Anna Knight, brand director of Brand Licensing Europe, discusses why independent kidswear retailers should consider adding licensed product to their inventory.

As an independent retailer, there is a temptation to believe that differentiation can only exist through exclusivity. Yet, unless you own your brand and manufacture your own product, the likelihood of achieving this is slim. Instead, the key to success may well lie in offering a combination of exclusive products alongside more familiar brands. The first gives you the point of differentiation you yearn for: a reason for consumers to shop with you and not head into town and straight to a multiple. The second allows you to tap into popular trends and give consumers products they know, trust and resonate with.

HOW LICENSED GOODS CAN ENHANCE SALES FIGURES But that’s not all. There are a number of other reasons to consider stocking branded – or licensed – products in your store: because a market already exists for that brand; because you can piggyback on umbrella marketing and advertising spend that is fuelling consumer desires and aspirations; because it can tie in to an intense window of consumer demand (when linked to a movie launch, for example), which can lead to a serious sales peak; because you can negotiate to sell exclusive ranges and because and here’s the clincher - you can often charge


more than you can for similar, unbranded product. For example, own brand boys’ pyjamas at John Lewis are on sale for around £22 for two sets. Star Wars, Harry Potter and Spider-Man branded pyjamas on the other hand cost £15 plus for just a single set. That’s 37 per cent more per set.

A CHANGING AND CHALLENGING RETAIL LANDSCAPE And goodness only knows, retailers need all the help they can get right now to a) differentiate b) drive consumers through the doors and c) increase their margins. Retail footfall plummeted earlier in the year, dropping 3.3 per cent and 6 per cent in March and April respectively, the worst performance since the

depths of recession in 2009. Much of the nosedive was blamed on the weather: The Beast from the East, a miserable, rainy Easter weekend and then a mini heatwave. However, if we’re being honest, the snow, sleet and sun are not entirely to blame. As British Retail Consortium CEO Helen Dickinson says, these stats, “are just adding to


the long-term downward in footfall resulting from changing consumer behaviour. That shift in the way we shop, coupled with a highly challenging business environment, is having a significant impact on the nation’s high streets.” In stark comparison, retail sales of licensed goods are growing, reaching £271.6 billion according to LIMA’s 2018 Global Licensing

Industry Survey, representing a 3.3 per cent increase on the previous year. In the UK alone, licensing sales were valued at $14.1 billion in 2017. That’s four times bigger than the toy industry, ten times the size of the UK box office and triple the value of the UK video games industry. Owning 15 per cent of the market, licensed apparel tops the chart. Globally, it brings in $40.7 billion, a year-on-year increase of 3.6 per cent. The infant market was another stellar performer – up 7.3 per cent on 2016.

INVEST IN BRANDS CONSUMERS TRUST, RELATE AND ASPIRE TO So why is licensing succeeding where general retail is failing? Put very simply, it’s because licensing gives consumers access to products featuring brands they have a connection with. Children are huge drivers of licensed product sales because of the bond they have with the characters they see on TV, YouTube and in books every day. They want to share their lives with these characters and their family and friends will happily pay a premium to afford them this privilege.

So which brands should you consider investing in? Well, there are 12 brands on this year’s shortlist in the Licensing Awards’ children’s apparel categories: Guess How Much I Love You, My Little Pony, Peppa Pig, Spiderman, Tiny Tatty Teddy, Winnie the Pooh, Disney Ariel, Mickey Mouse, Miraculous, Pusheen, The Simpsons and Star Wars. And the (high street) retailers who are considered to excel with their licensing programmes are highlighted as Primark, Matalan, JoJo Maman Bébé, M&Co, Sainsbury’s, Tesco and Next. If the big guys have bought into licensing in such a big way, maybe it’s worth asking ‘why?’ and ‘what’s in it for me?’ Next time you’re buying your groceries or shopping in town, it could be well worth your while doing a little under the radar industrial espionage. Anna Knight is brand director of Brand Licensing Europe, the definitive event for the licensing industry in Europe. This year, BLE takes place 9-11 October at Olympia London and is free for all retailers, manufacturers and licensing professionals to attend.


for Schoolwear Specialists

14-16 October 2018 Register now to experience a bigger & better show

The Schoolwear Show is the biggest event in the schoolwear industry calendar, and this year’s show is bigger than EVER! Join us in October to meet new and existing suppliers and see new products and innovations during three days of great networking opportunities. There will also be a number of exciting additions such as daily seminars which will be free to attend. Follow us: @SchoolwearShow TheSchoolwearShow


26: NEWS 31: DAVID LUKE’S 16 UNDER 16 CHAMPIONS OF CHANGE David Luke Schoolwear’s nationwide search to find the UK’s most influential young environmentalists 34: GLENN LEECH, BANNER CEO Banner’s CEO on the company’s recent acquisition of independent schoolwear retailer, Monkhouse

36: BRITS SPEND ALMOST £1 BILLION ON BACK TO SCHOOL SHOPPING Market intelligence agency Mintel reveals its findings on Back to School spending

44: THE RISE OF ZECO SCHOOLWEAR Zeco’s MD, Arwin Taheam, discusses the company’s recent developments and plans for growth

38: ESKIMO EPOS INTRODUCES NEW SOFTWARE The launch of new cloud-based software for schoolwear retailers

46: THE SCHOOLWEAR SHOW Preview of what will be on offer at October’s show

40: DRESSED FOR SUCCESS The Schoolwear Association’s latest research into the positive impact of school uniforms on mental health

58: TALKING POINT Start-Rite Shoes’ new head of marketing, Jonathan Hudson, discusses Back to School marketing campaigns



SCHOOLWEAR NEWS The latest news from the schoolwear industry.

SCHOOLWEAR SHOW TO HOST FREE BUSINESS SEMINARS This year, for the first time, the Schoolwear Association will be sponsoring a series of short business seminars during The Schoolwear Show. As well as adding new content to the exhibition, the free-to-attend sessions aim to help raise awareness around the industry’ key topics. Taking place in the venue’s Diamond Suite on both Sunday 14 October and Monday 15 October, each seminar will last approximately 25 minutes. ‘Tendering to Win’, which takes place on Sunday and Monday at 10.30am and 2.30pm, deals with the growing requirement of schools and academy trusts for their suppliers to tender. The seminar will be presented by Klick Business Solutions, which has worked with a number of schoolwear retailers to help them win tenders. ‘Sustainability & School Uniform’ on Sunday and Monday at 10.55am and 2.55pm concentrates on raising awareness of global environmental issues, plastic being the current

hot topic in addition to others. The seminar has been developed by Oakdene Hollins, which specialises in solutions in this field, and will be presented by Kathryn Shuttleworth, MD of David Luke Schoolwear. Spaces at the seminars are limited and pre-registration is essential. To book your place email




Tickets have now sold-out for this year’s Schoolwear Association fundraising evening, which takes place after the first day of The Schoolwear Show. Titled Let Us Entertain You, the evening will be held at the Village Hotel, Solihull, on Sunday 14 October 2018. The event includes a three-course dinner and live entertainment from ‘Funny Man Aaron’, back by popular demand, along with an additional surprise guest. The evening will also play host to the SA Awards, with a presentation on the night to exclusively reveal this year’s winners. Doors open at 7.30pm and the dress code is black tie.

Sportswear specialist Optimum has launched a new school trainer with an air mesh tongue for improved breathability and comfort. Featuring easy fasten hook and loop straps, the X17 school trainer keeps children’s feet stable and protected. Design features include a synthetic outer material and mesh inner material. A flat type heel, meanwhile, makes the trainer ideal for school training or sports club sessions. Available in both black and white, the trainers start at Infant size 10 going up to Senior size 11. Established in 1996, Optimum Design UK is a specialist manufacturer of sports protection, teamwear, footwear and sports accessories.

The Schoolwear Association (SA) has confirmed the line-up of sponsors for the SA Awards 2018. Sponsors of this year’s awards are: Best Schoolwear Specialist 2018 (Less than 10 fulltime staff ) sponsored by David Luke; Best Schoolwear Specialist 2018 (More than 10 fulltime staff ) sponsored by Trutex; Best Digital Schoolwear 2018 sponsored by Banner; Best Schoolwear Supplier 2018 sponsored by Marton Mills; Best Community Partner 2018 sponsored by Rowlinson Knitwear; and Outstanding Service to Schoolwear 2018 sponsored by William Turner. Sponsors will present trophies to winners and runners up at an awards ceremony held on Sunday 14 October.

HOW SCHOOLWEAR RETAILERS COULD CAPITALISE ON PROMS Childrenswear agent Gary Kirkland of GK Agencies is exhibiting at this year’s Schoolwear Show to explore the idea of selling junior prom and occasionwear to schoolwear retailers. The idea is based on providing retailers with additional selling options outside the busy Back to School period. Spending on prom outfits and accessories starts in March, going right up to the prom season itself in June or early July. Therefore, at the time when sales of schoolwear are at their lowest, retailers of promwear are at their busiest. Around 85 per cent of British schools – both senior and junior - now hold a prom during the four weeks from June to July. Recent findings by online retailer Spartoo show the average cost of a prom outfit is £102. What’s more, 14 per cent of parents spend three times that amount.





The Magic Touch is introducing a new entrylevel DTG printer to meet demand for personalisation. The Ricoh Ri 100 direct to garment printer offers full colour garment personalisation and textile decoration. With its space-saving design and integrated curing/heat press system, the all-in-one compact printer can quickly deliver full colour designs and photographic quality images directly onto garments and textile-based products and applications.

Global stationery brand Maped is encouraging children to take healthy packed lunches to school with the launch of Maped Picnik. “More parents are moving towards preparing healthy packed lunches for their children,” says Gray Richmond, MD at Maped Helix. “Homemade lunches are not only healthier and more cost effective, they are also better for the environment due to the absence of single use plastic packaging.” The Maped Picnik range features 100 per cent leak proof bottles, dishwasher safe lunch boxes plus matching lunch bags, which are fully insulated with space to carry a water bottle and lunch box.

ETC SUPPLIES INTRODUCES HEAT-SOL ETC Supplies, a trade supplier of embroidery consumables, is targeting the schoolwear market with its new product, Heat-Sol. Heat-Sol is a new multi-use backing or topping film. The clear film has dimples on one side, which when placed next to fabric, stop movement. After an embroidery has been completed, the film is simply torn away. Any remaining parts can be heat pressed and the film will melt into the fabric. Alternatively, users can place a piece of embroidery backing over the Heat-Sol when heat pressing and the film will disappear leaving a clean and tidy embroidery. Heat-Sol also offers added stability and prevents puckering on shirts and blouses.

START-RITE ANTI-BULLYING CAMPAIGN This summer saw Start-Rite Shoes launch #KidsWalkTall, a campaign to raise funds for anti-bullying charity the Ben Cohen StandUp Foundation. The campaign aims to empower children and encourage self-confidence as part of their journey through school. To support the initiative, Start-Rite released a short film featuring children discussing school life, friendships, struggles and how it’s good to be different. Every time someone shares the campaign film publicly on their social media with the hashtag #KidsWalkTall, Start-Rite donates £1 to the anti-bullying charity.



The Back to School footwear purchase is an annual event for parents and children, with increasing recognition that a great fit is essential for developing feet. Hush Puppies, distributed in the UK and Ireland by Gardiners, has a worldwide reputation for comfort. Its customised fitting system - ‘Fit left Fit right’ - and precisely calibrated foot beds that tailor the fit to each individual foot enable it to cater for the estimated one in three children requiring different width fittings. “I’m really excited about the latest schoolwear range,” says Gardiners’ Mark Pownall. “Hush Puppies has a flexible approach to children’s growth rate and it is a great evolutionary step forward that shops only need to stock one shoe to accommodate multiple width fittings.”

According to Visa’s UK Consumer Spending Index for August 2018, Back to School contributed to a +0.4% year-on-year increase in household spending, a welcome improvement after a -0.9% decline in July. Notably, August also saw a +0.3% annual increase in face-to-face spend in contrast to a -0.2% decline in ecommerce expenditure. Mark Antipof, chief commercial officer at Visa, says: “August’s consumer spending was buoyed by face-to-face purchases, with Back to School spending amongst parents likely contributing to a glimmer of hope for our high streets. Despite the increasing pressure on household budgets, bricks and mortar retailers will take encouragement that face-to-face spending rose at a faster rate than ecommerce.”

Stevensons has announced a new partnership with the sportswear brand Viper 10. Since forming in 1925, Stevensons has grown into one of the UK’s most established and reputable schoolwear and sportswear businesses. Still independent and family-owned, the company now provides a range of school uniform and sportswear to over 500 schools across the UK. As part of the tie-up, Viper 10 will offer a range of creative and digital marketing services across the Stevensons Group.

Following an agreement with the Scottish Government, all Scottish councils are now offering eligible families a school uniform grant equating to at least £100. All 32 Scottish councils increased their school clothing grants to at least £100 for the start of the 2018/19 academic year. An estimated 120,000 families are eligible for the grant, which is provided as cash or vouchers, with eligibility criteria varying between councils.

NEWS IN BRIEF Recent developments for Chadwick Teamwear include a move to new-build offices, an increase in warehouse capacity and the introduction of a new logo to coincide with the 2018/19 brochure. Going forward, future plans include a new website, which launches towards the end of the year. Amongst its features the new site will allow customers to log-in, check prices and stock, utilise photography and place orders securely.


For decades Zeco has supplied the very best in quality, hard wearing schoolwear garments – making us the first choice for many retailers across the UK. Despite the ever-changing market, we pledge to continue our commitment to deliver the same great service to our retailers as we have done since 1976.

*Applies only to plain stock orders placed before 4pm

EST 1976 Quality You Can Rely On Stock Available All Year Round Next Day Delivery*


01708 739 390 OR VISIT ZecoSchoolwear




14 15 16 SUNDAY








DAVID LUKE’S 16 UNDER 16 CHAMPIONS OF CHANGE Earlier this year, eco-uniform manufacturer David Luke Schoolwear launched 16 Under 16, a nationwide search to find the UK’s most influential young environmentalists. CWB learns more about the campaign and its 16 finalists, who will now champion eco issues on behalf of the company. Many children today have a good grasp of environmental issues. From climate change and global warming through to pollution and ozone depletion, children are interested, educated and often enthusiastic to make positive changes. But that’s not all, they are increasingly looking to their parents, schools and to businesses to do the same. David Luke Schoolwear, the UK’s leading manufacturer of eco-uniform, is one such firm that has stepped up to the challenge. Its aim is to raise awareness of the importance of embracing eco-issues as part of education, from primary through to secondary school. Motivated by the environmental damage caused by plastic waste, the schoolwear supplier set itself the task of finding the 16 most influential young environmentalists in the UK; its 16 Under 16. The group of youngsters, who range in age from 6 up to 15 years, will now form a collective voice to champion eco issues on behalf of the company. “Innovation in eco is at the heart of our corporate social responsibility as a business,” says David Luke’s managing director, Kathryn Shuttleworth. “David Luke Schoolwear is a pioneer of eco-uniform and we’ve been using recycled polyester made from plastic bottles in school uniform since 2012. We estimate that

we’ve prevented 20 million 2L plastic bottles from going to landfill since launching ecouniform. “By bringing together the 16 most outstanding young environmentalists, we hope to assert new meaning into our own passion for ecouniform. We will use the extraordinary stories of our 16 Under 16 to help shape this message into one that really means something to young people.” The campaign is supported by ambassadors and sisters Amy and Ella Meek, founders of Kids Against Plastic. The duo helped raise awareness of the campaign in the initial stages before joining the judging panel to add a peer-to-peer voice. Alongside Kids Against Plastic, the final 16 were selected by a panel including representatives from David Luke Schoolwear and Eco-Schools. “The successful final 16 reads like a roll-call of conservation and litter picking superstars proving that the next generation has got this whole ‘saving the planet’ issue firmly in hand,” continues Shuttleworth. “Achievements and accolades, including giving a TEDx Talk, lobbying MPs, championing biodiversity, fundraising and helping to reduce food waste in schools prove that our 16 Under 16 are no strangers to getting stuck in.” During their year as the 16 Under 16, the

group will be offered opportunities and mentor support to help shape their own campaign work. The young environmentalists’ journey began with a Festival of Inspiration in July. There the group came together at The Bright Building in Manchester for a day of hands-on workshops and mentoring from the likes of Eco-Schools and top branding agency Creative Spark. Meeting like-minded individuals and sharing their own experiences of environmental campaigning proved to be the highlight of the day, with strong friendships formed and promises made to support each other’s endeavours. Looking forward, it is hoped that 16 Under 16 will become a platform for conversation around youth social action relating to environmental issues. Plans are already underway to harness the collective power of the group on projects in the coming months. “We are very proud of what we have started with 16 Under 16,” concludes Shuttleworth. “We see this as the beginning of a very unique journey and we are delighted to have the company of these inspiring young individuals by our side.” >>> SEPTEMBER/OCTOBER 2018 - 31



CHARLIE HAMILTON COOPER AGE SIX Anti-plastic campaigner Charlie has made a huge impact on attitudes towards ocean conservation. His mission to clean up beaches local to his home in Northern Ireland went viral when a picture of the message ‘THIS IS NOT OK!’ spelt out in the 198 fishermen’s gloves he found in just one day was retweeted worldwide over one thousand times.

THOMAS FRANKLIN AGE SIX Thomas takes delight in describing himself as an environmentalist. Recently he has been particularly concerned about plastic pollution and likes to scour his local beach collecting debris. For the Gala Week celebrations in Budleigh Salterton this year Thomas entered the fancy dress competition as an ‘eco-warrior’. He 32 - SEPTEMBER/OCTOBER 2018

designed the costume himself including his own slogan ‘The sea is not a dustbin’ - and won. Since then he has helped make over 80 badges from milk bottle tops depicting his slogan.

ELIZABETH GADSON AGE SEVEN Known as The Little Collector, Elizabeth organises monthly litter picks in her local park, engaging young people from across her community on the Wirral to get involved. This inclusive attitude has helped her to win support from local businesses and her distinctive pink litter pickers and vests are synonymous with her own personal brand of people power. Elizabeth’s Facebook group, managed by mum Faith, attracts well-wishes from around the world and is a hub for likeminded people of all ages.

ELLA TURNS AGE SEVEN Organising litter picks is one thing, but learning to paddleboard to reach the furthest corners of your local estuary made Ella Turns a stand-out candidate in 16 Under 16. Not content with doing this gruelling route once, Ella returned to the stretch of coastline where her father was born to continue her cause, carrying out a second paddleboarding mission in August. With the support of mum Anna, Ella continues to help change attitudes towards marine conservation in her hometown of Salcombe.

RACHAEL PARKIN AGE EIGHT Rachael’s anti-plastic campaigns range from getting parents and local businesses to collect printing cartridges and toners for recycling to challenging her school to become plastic free.


Rachael and her classmates demonstrated top teamwork when Damers First School was awarded Plastic Free School Status by Surfers Against Sewage. The Eco Reps & Entrepreneurs group from the school are now entering the Santander Young Enterprise Fiver Challenge. This year’s product is Waxtastic No Plastic - 100 per cent cotton dipped in beeswax that offers an alternative to cling film and lasts for up to a year.

JESS BAINBRIDGE AGE NINE What started out as a school project has become a life passion for Jess, creator of The Bertie Bottle campaign. With help from her family she is now promoting Bertie to Northamptonshire businesses who want to make a difference and recycle plastic. Each firm that joins the Bertie Bottle Campaign receives a personalised poster to display in their business illustrating their pledges to combat the use of single use plastics. The pledges are also featured on the campaign’s Facebook and Twitter pages.

TARA O’GRADY AGE 10 Problem-solving was the motivation for Tara and Class 5F from Europa School to campaign against the use of plastic cutlery in their school. On speaking to their teacher, they came up with ways to make their school a greener place, including setting up a stall to fundraise for new recycling bins and biodegradable cutlery. Kickstarting action in their school has led to a cultural shift in the awareness of environmental issues, with the summer fete even featuring a dustbin recycling game to get parents involved.

MIA AIRD-MARSH AGE 10 Witnessing the school caretaker dispose of huge sackloads of unused food was what motivated Mia to make a difference. Coupled with a desire to tackle loneliness and isolation in her local community, Mia’s St Matthews Food Project encompasses group-led activities to help re-distribute school produce to those who need it most, including the elderly and low-income families.

HEATHER KENT AGE 10 Heather Kent from the Cotswolds decided litter picking through Lent would be her launch into the world of environmental excellence. She collected at least one carrier bag of litter a day and was sponsored along the way, raising £887.31 for three of her chosen causes. Inspired by the reaction of her local community she has started to take her cause direct to the big brands that are creating packaging that takes hundreds of years to disappear.



Drew, a self-confessed shark fan and marine biologist-in-the-making is committed to making beaches in his hometown of Brighton plastic and litter free. Shocked at the scale of waste left behind in local beauty spots he has worked a weekly river clean into his routine, enlisting the support of his classmates. Drew was recently invited to a parish council meeting to discuss his litter picks and also the provision of equipment to loan to people to do their own litter picks around the village.

Sisters Amy and Ella Meek are the 16 Under 16 campaign ambassadors. They launched Kids Against Plastic as part of a home-school project back in 2012 and have gone on to become two of the most influential voices in the arena of anti-plastic campaigning. From lobbying MPs in Parliament to delivering a TEDx Talk on the importance of being plastic clever, they have set in motion a crew of committed kids who not only follow their example, but strive to do good in their communities.



Having set about collecting rubbish along her cycling route to school, Nadia’s green habits caught the attention of bullies who tried to mock her by calling her Trash Girl. Her response was to own the catchy nickname and having caught the eye of a local creative agency, she soon found herself immortalised as a superhero character. Trash Girl became a symbol of hope and positivity. Nadia’s story went viral and inspired thousands of fans to follow her on social media. She became one of the youngest ever ambassadors for the WWF and is now classed amongst the UK’s most prolific young environmental campaigners.

Sam’s dedication to helping his school achieve Bronze status in the Eco-School’s programme demonstrates how a new teen revolution is shaping the future of our planet. Taking matters into his own hands, Sam sought permission of the then-headmaster to restart the school on the Eco-Schools programme. His newly-founded eco-team grew to the thriving committee it is today, with representation from every year group. Projects such as rejuvenating the school pond have paved the way for future year groups to apply their new eco-assets to GCSE Biology studies in addition to helping Sam win funding for new wildlife shelters in the school garden grounds.

ELLIE-MAE HERBET AGE 12 As the longest-serving member of her primary school’s Green Team, Ellie-Mae was no stranger to championing eco-causes. However, upon starting secondary school she realised there was no provision for those interested in environmental change and took it upon herself to lobby the head teacher to set something up. The Environmental Health Team was created by Ellie-Mae and now has a number of projects underway including planting raised vegetable beds, encouraging cycling and championing a switch to eco-uniform.


HELEN KAYE BOURNE AGE 15 Helen currently volunteers for a number of conservation groups including The Wildlife Trusts, National Trust Youth Rangers and Butterfly Conservation and is on the committee of a local project to develop a disused forge site into a nature reserve. Furthermore, Helen is also about to start work with a local primary school on an Eco-Schools initiative to encourage the children and their families to look after the nature reserve on their doorstep. She has also been selected as an ambassador for a charity called Action for Conservation as a result of her work.

A visit to the BBC Springwatch Unsprung studio prompted Zach to start his award-winning blog Drawing on his experiences to help fundraise for local community initiatives has seen Zach secure Heritage Lottery funding for the creation of a wood meadow. He also creates an annual calendar featuring his own photography to help support his projects. Additionally, in the coming months, Zach will walk the Nidderdale Way to raise £2000 for the BTO Owl Appeal.



GLENN LEECH, BANNER CEO Laura Turner speaks to Glenn Leech, CEO of Banner, to learn more about the company’s recent acquisition of independent schoolwear retailer, Monkhouse.


Laura Turner: Banner acquired schoolwear retailer Monkhouse in June – what were the circumstances leading-up to this acquisition? Glenn Leech: Monkhouse is a great business with excellent people and a strong reputation. We already trade significantly with the company and felt that we could strengthen both businesses by combining. LT: How does the acquisition fit into Banner’s long-term strategy? GL: The independent schoolwear market is changing. In the last 12 months, prior to Banner’s acquisition of Monkhouse, a number of independent schoolwear retailers changed ownership. Put simply, our market is consolidating as many others have in the past. As the largest supplier in the market we need to consider what role to play in this consolidation. We want to remain a strong, well invested business that is able to hold industry leading levels of stock and invest in new product development and service levels. We believe that 34 - SEPTEMBER/OCTOBER 2018

strong retail stores are critical to the future of the industry and therefore we felt it strengthened our business to buy one of the best independent schoolwear retailers in the market. It’s also important to add that we have previously made the strategic decision that we are not looking to increase our trade directly with schools via SWI, rather we believe that strong multi-channel retailers are key to a strong schoolwear market. Where SWI has been approached by schools in the last 12 months, we have always referred the enquiry to a trusted retail partner in the area and we will continue to do so going forward. LT: What insight does Banner hope to gain from Monkhouse? GL: Monkhouse MD, Peter Monkhouse, has joined the Banner executive team, which means that he gives input on major day-to-day decisions and our long-term planning. Already, Peter has given us valuable insight on issues such as our future product range and elements of our overall

offer that we need to improve. So, we now have the voice of our customer represented right at the top of the business, which can only make us stronger and help us make better decisions that will benefit all of our retailers. LT: What opportunities does the acquisition present for Monkhouse? GL: Banner is a strong owner with investment capability that will help Monkhouse improve its service. The Monkhouse team will work closely with Banner’s product development team to help us enhance our product range to meet schools’ future requirements. Being a slightly bigger business, Banner will also be able to support Monkhouse by providing support in areas such as HR and IT. LT: Have any changes been made to Monkhouse’s operation? GL: No, there are no changes to Monkhouse’s leadership team or operation as a result of the acquisition.



LT: How many retail sites and on-site school shops does Monkhouse have? Are there any plans to increase or reduce the number of retail outlets? GL: Monkhouse has nine retail stores and eight on-campus shops. There are no plans to change the number of stores or on-campus shops. Having strong stores and shops that are convenient for customers, which give them real choice in how they can buy schoolwear, is very important for the future. LT: How is Monkhouse addressing the challenges currently facing the UK retail industry as a whole? GL: Some of the issues facing the high street in general shouldn’t be ignored, but are slightly less relevant to the schoolwear industry. For example, the high street in general is facing intense competition from online-only retailers but there remains a significant proportion of schoolwear customers who want the ability to physically try on their uniform and sportswear, particularly when moving into year seven. The key for schoolwear retailers therefore is to offer a brilliant store experience whilst also developing a great online offer. More specifically to the schoolwear industry, the increasingly later Back to School period is a real challenge. It’s an intense time that puts all schoolwear retailers under huge pressure and it’s getting harder. In an effort to manage this, Monkhouse places pretty much all of its orders with suppliers before Christmas for the best chance of being fully stocked. It has also developed its ecommerce offer to enable more orders to be taken online. Then it’s all about ensuring the right team are in place to deliver great service and that any service issues are communicated openly and quickly to customers.

LT: What would you say are the main risks to the schoolwear retail sector? GL: Brexit is clearly the biggest and most immediate risk. The significant uncertainty on the nature of the exit deal is vexing boardrooms all over the UK and the schoolwear industry is no exception. It is immensely difficult to plan for some of the key issues such as; will exchange rates fall, further impacting the cost of uniforms and sportswear? Will ports run smoothly post exit impacting the availability of stock? Will trade tariffs be imposed impacting future supplier pricing? Will there be a reduction in available labour impacting retailers’ ability to staff up during peak trading as students take other jobs normally held by workers from the EU? I think we could all do with more certainty on Brexit but for now it’s a case of planning for the worst and hoping for the best.

mornings. I also run a youth rugby team and during the summer I coach cricket. It’s not easy juggling everything and I dare say I don’t always get it right.

LT: You replaced Nigel Plenderleith as Banner’s CEO in September 2017. How have you found your first year in the job? GL: It’s been a really enjoyable year. Banner is a great business with super people, suppliers and customers. I have thoroughly enjoyed getting to know as many people as possible but I know there are lots I still need to meet. I have also enjoyed learning about the schoolwear industry, recognising that there is so much to pick up. I am conscious that running one of the biggest businesses in the schoolwear sector is a privilege and carries a lot of responsibility given the importance of what we all do.

LT: What can we expect from Banner in 2019? GL: We are super excited about APTUS Essentials, our new entry-level sportswear range, which we have just launched. We completed extensive market research and have brought what we believe is a winning range to market. It is sized for primary and secondary, has a lot more colour than our existing higher-end APTUS Performance range and is priced very competitively. We have made a major stock investment and have a number of exciting incentives in place to help retailers. There are further announcements we’ll be making at The Schoolwear Show, which we believe will strengthen Banner’s service and the value that we give to all of our retailers.

LT: What have you found to be the most challenging aspect of your job? GL: My work life balance. I have three young boys, an amazing wife and an Australian Labradoodle called Bella who I run with in the

LT: And the most rewarding? GL: Seeing the results of our planning come through in this year’s excellent peak service has been really rewarding. We set an internal target to make Back to School 2018 Banner’s best ever for service and we have definitely delivered on this goal, despatching 98.7 per cent of orders on time to retailers. The number would have been higher if we hadn’t had some challenges with HMRC earlier in the summer, which affected many suppliers. I am hugely grateful to the team at Banner for their hard work in delivering this. We are already looking at how we can improve further for 2019, we know how important it is to deliver right first time for our retailers. SEPTEMBER/OCTOBER 2018 - 35


BRITS SPEND ALMOST £1 BILLION ON BACK TO SCHOOL SHOPPING Market intelligence agency Mintel reveals its findings on Back to School spending.

New research from market intelligence agency Mintel shows Britain’s parents splashed out just under £1 billion (£915 million) on Back to School last year. This makes Back to School the third biggest spending seasonal event in the UK, beaten only by Black Friday and Christmas. According to Mintel’s findings, keeping kids kitted out is top of the class for Back to School spending. School uniforms and shoes made up almost half (48 per cent) of market spend in 2017, adding up to £436 million. The next top spending areas were sportswear, which made up 18 per cent of sales and accounted for £164 million, and the ‘other’ category (covering items such as computing equipment and lunch boxes) representing 16 per cent of the overall total and worth £143 million in 2017. Mintel research also uncovered an overall increase in individual spend on essential items such as uniforms, sports kits and bags. The average parent spent £273 on uniform, shoes, sportswear, bags and stationery in 2017 compared to £218 in the previous year, an increase of 25 per cent. When it comes to Back to School shopping, one in seven parents buys from an online-only

retailer (14 per cent) or a specialist school retailer (13 per cent). Meanwhile, 33 per cent of shoppers still choose the supermarkets, while just 9 per cent opt to purchase items from a department store. Chana Baram, research analyst at Mintel, says: “Back to school is a major shopping event for the nation’s retailers, beaten only by Black Friday and Christmas. Spending on Back to School is being driven by rising inflation, the increased cost of childrenswear and stationery, and a boost to the Back to School population caused by a previous boom in birth rates and the decision to raise the school leaving age to 18 in 2015. “There has also been a trend among school students to want more ‘fashionable’ stationery and school accessories, which adds to costs. Parents are willingly buying more branded school items, including bags and coats, perhaps influenced by the various Back to School advertising campaigns focused on branded goods.” Quality of items is the most important factor for parents when it comes to Back to School purchases. What’s more, even though

younger children are more likely to need new uniforms and shoes more often, 43 per cent of parents with children aged 6 to 12 years still feel that quality is important. Sizing was also highlighted as a key factor, with 34 per cent of shoppers noting that they would like to see more consistent sizing. Finally, Mintel research finds that Back to School shopping peaks in the last few weeks of the summer holidays: over two-fifths of parents (41 per cent) stock up 2 to 3 weeks prior to the start of term making this the most popular Back to School shopping time. However, for just under one in ten parents, Back to School shopping is something of a rushed affair, with dads more likely than mums to shop in the last week of the summer holidays. “There tends to be a flurry of Back to School spending in the 2 to 5-week period before the start of the new school year,” concludes Baram. “The period a few weeks prior to the new term is therefore a prime time for retailers to focus on Back to School promotional and marketing activity.”



The future looks brighter with

Eskimo Cloud Visit our stand at The Schoolwear Show 2018 to get a sneak preview of our newCloud-based EPoS solution for the Schoolwear Industry


01202 4771111



ESKIMO EPOS INTRODUCES NEW SOFTWARE CWB gets an exclusive preview of Eskimo EPOS’ new cloud-based software for schoolwear retailers, which it is set to unveil at this month’s Schoolwear Show.

Simon Geraghty is no stranger to schoolwear retailing, having spent more than 20 years in the industry. His background, first in retail operations and then subsequently as the developer of Eskimo EPOS, gives him a unique insight into this specialised and in some respects intense trade - which other retail business transacts up to 85 per cent of annual sales over a four-week period in August? Over the years, Geraghty has witnessed remarkable levels of change across the industry, not least in the area closest to his heart - retail technology. As a self-confessed and reasonably well-adjusted “techie”, Geraghty has been at the forefront of this change. He, together with his Bournemouth-based team, are responsible for developing the Eskimo EPOS solution specifically designed to help manage the intricacies of schoolwear retailing. A solution which today is used in 125 of the UK’s 550 schoolwear stores. “The product we released 16 years ago has come a long way,” comments Geraghty. “And, whilst I’m no longer developing until 2am, five nights a week, I now have a growing in-house development team to manage as well as our offshore development partners as we work to deliver perhaps the most significant development 38 - SEPTEMBER/OCTOBER 2018

in our product roadmap so far – a new cloudbased solution.” Eskimo EPOS will be offering a sneak preview of its new cloud-based software at October’s Schoolwear show. In the meantime, Geraghty reveals some exclusive details to CWB. “We are very excited about the forthcoming launch of our new cloud-based solution” he continues. “We believe there to be a whole raft of benefits for our customers as we move away from the constraints of the traditional desk-based application to the freedom and flexibility of the cloud. We have all read the hype surrounding the cloud, but we believe it’s the real-life operational benefits our new web-based solution offers that will make the difference to our customers. “If you consider a fairly typical schoolwear retailer, they will probably have a pretty small store with a single point of sale. Perfectly adequate for 11 months of the year. However, when it comes to the utter bedlam that schoolwear retailers experience during Back to School (BTS), the whole in-store sales process can overload very quickly. “For many years, we have helped our customers through the BTS period with short-term rental systems, but this doesn’t work for everyone. Many of our customers don’t have the physical space for additional till points, particularly when their shops are packed to the rafters with inventory, stressed parents and screaming kids. “Additionally, most of our schoolwear customers also operate some form of temporary offsite retailing, typically on school premises,

which can present some major operational difficulties with a desk-based application. “It’s nice to imagine the scene during BTS 2019,” muses Geraghty. “With Eskimo Cloud and our new Web Till, schoolwear retailers will be able to operate true queue-busting with their customers before they have even entered the store – and believe me, these retailers literally have queues around the block. “Orders can be relayed to in-store staff for picking and packing and be ready for payment at the fixed point of sale, which speeds up transaction times, increases sales values and improves the customer experience accordingly. “Also, our Web Till allows assisted selling throughout the store, thus improving the customer experience, increasing speed of sale and maximizing transaction values. Of course, the Web Till and Web Back Office will also enable our customers to manage temporary or pop-up retail locations with ease and without prohibitive investment. “Essentially, all of the specialised functionality that our schoolwear retailers have come to rely on will be available anytime, anyplace. As long as they have an internet connection they’ll be good to go. In fact, we’ll actually have a full ‘off-line’ mode too, so our new system will even work when there is no internet.” Meet Eskimo EPOS and discover more about its new cloud-based solution at this year’s Schoolwear Show on 14-16 October at Cranmore Park, Solihull.


ESSENTIALLY ALL YOU NEED APTUS Essentials, Banner’s new stylish entry level sportswear range for Back to School 2019. Thoroughly researched and designed in-house with a singular focus on school sport, the range has been created to suit all ages, sizes and body types and along with APTUS Performance offers a one stop solution for all your sportswear requirements. See the full range at The Schoolwear Show or for more information contact, call 0333 7000 888 or visit our website

Product – Ten modern multi-purpose garments.

Colour – Vast array of colours across the range that can be mixed with APTUS Performance.

Sizing – Comprehensive sizing offer for both Primary and Secondary students.

Pricing – Attractive prices that work for everyone.


DRESSED FOR SUCCESS Schoolwear Association chair David Burgess reveals findings from the Association’s latest research into the positive impact of school uniforms on mental health.

Although many young people love to express themselves through their clothes, a growing body of research suggests that students do in fact see the positive effect a school uniform has on their wellbeing. Often school students are criticised for disregarding school uniform rules, but the evidence suggests that they value the benefits of wearing one more than we may think. Back in 2007, in a study commissioned by the Schoolwear Association, researchers from Oxford Brookes University ran a series of focus groups with students aged 13 to 17 years to 40 - SEPTEMBER/OCTOBER 2018

uncover their perceptions around wearing a school uniform. Feedback from the teenagers revealed they appreciated that they didn’t have to decide what to wear each day or have worry about being bullied or criticised by their peers as a direct result of a consistent dress code. The research also found that a uniform promotes commonality among pupils, improves concentration and fosters a sense of pride, especially when worn outside of school. Many people believe, and various studies

support the idea that today’s young people may be unhappier now than ever before. As such, the advantages of wearing school uniform are now more relevant than ever before. Last year, over half a million young people under the age of 18 years were referred to mental health services, although there are undoubtedly many more who are suffering and not seeking help. There are also those who, while not experiencing a diagnosable condition, feel the unrelenting pressure to look a certain way or fit in with their peers – something that is only



heightened, I’m sure, by the widespread use of social media. Nobody can suggest that school uniform is the complete antidote to this complex issue of poor mental health amongst young people. Nevertheless, the role it plays in promoting pride, self-confidence through achievement and a feeling of belonging cannot be underestimated. At the very least, it means pupils have one less thing to think about when they are caught up in a whirlwind of exams, coursework and navigating friendship groups. A decade after the publication of the Oxford Brookes study we conducted our own research into the subject and found that little had changed. Working with focus groups of Year 7 and Year 9 students we wanted to find out what impact wearing a uniform had on self-esteem, appearance, identity, behaviour, learning and bullying. Far from stifling their personality and creative expression, the majority told us they liked wearing a uniform and, in fact, nonuniform days made them anxious because they felt they had to conform to what is considered the ‘norm’.

OTHER KEY FINDINGS INCLUDE: • Uniforms create a sense of equality amongst students from different socio-economic backgrounds, without the pressure to buy expensive brands.

• A clear dress code sets boundaries, helps pupils to see school as a working environment and prepares young people for future careers in professional environments. • School uniform reduces many distractions associated with personal appearance. Our research is supported by the experiences of those working in education, including Dr Julian Murphy who is headmaster of Loughborough Amherst School, part of Loughborough Schools Foundation. “Whether we like it or not, human beings are tribal,” says Murphy. “They respond positively to symbols such as flags, badges and uniforms, which give them a sense of pride, membership and identity. In my experience from pupil voice sessions, young people will often ask for modifications to their uniform and to the dress code in terms of comfort and convenience, but none of them ever want to get rid of uniform completely.” It is rumoured that many leading minds, including Einstein, Steve Jobs and Barack Obama had seven identical suits or outfits in their wardrobes because they didn’t want to waste energy deciding what to wear. Similarly, as Dr Murphy notes, a school uniform removes one more piece of distracting ‘mental clutter’ students have to cope with each day. We might think that young people’s concerns around appearance begin at secondary school. However, primary school pupils are not

immune from the pressures either as Hannah Phillips, deputy head at Eversfield Preparatory School in Solihull - which has a unique school uniform supported by both parents and pupils - explains. “Many of our children have access to both social media and the internet,” says Phillips. “Even at a young age they are conscious about body image and whether their clothes are fashionable enough. School uniforms go a long way in reducing some of these anxieties because it underlines the fact that we are all equal here. “It is during these formative years that we sow the seeds for future success and a uniform helps to embed positive behaviours. Children understand how smart yet functional clothes can help them to concentrate on their work more effectively and it’s a lesson that continues through their life to secondary school and eventually, work.” For parents, wearing a school uniform is normally a more convenient and cost-effective option. Teachers, meanwhile, see it as a way to instil discipline and pride and facilitate learning at such an influential age in children’s lives. More important still is the overwhelming evidence from pupils that they feel happier and more confident in their school colours.

For more details on the Schoolwear Association visit SEPTEMBER/OCTOBER 2018 - 41

LEARN SOMETHING NEW AT THE SCHOOLWEAR SHOW Visit the David Luke stand to discover our ever-growing, market-leading uniform options. Sportswear range launch We’ll be introducing our brand new sportswear range. Innovative product See our new Girls city short & Boys senior short; a new uniform solution for rising summer term temperatures & gender-neutral requirements. Working in partnership Learn about our latest product developments and how we’re continuing to support independent retailers.


Register now to visit:

Celebrating 50 Years of Service to Schoolwear Since 1969, William Turner have provided generations of school children with handmade-quality British manufactured ties and an ever-expanding range of accessories. Visit us at The Schoolwear Show 14th –16th October 2018 0161 480 8582 /


THE RISE OF ZECO SCHOOLWEAR Established for over 40 years, Zeco is one of the UK’s leading independent suppliers of school uniform and sportswear. CWB speaks to managing director, Arwin Taheam, to learn more about the company’s recent developments and how it plans to secure continued growth over the coming years.

Laura Turner: What’s the story behind Zeco and how has the company developed over the years? Arwin Taheam: Zeco was founded in 1976 by my parents Ram-Gopal Taheam and Mohinder Kaur. The company began from humble beginnings, selling mainly fashionwear and some schoolwear from a small shop on Commercial Street in East London. My brother, Ajay Taheam, joined the family business at the age of 16 and soon took over, making the decision that schoolwear was going to be our core focus. Since then, we’ve expanded to bigger premises four times and continue to grow year-on-year. We are currently situated at our Romford offices, but hope to relocate to an even bigger warehouse in the next few years. LT: Who are the key people behind the company today? AT: Our family-run business has two directors; Ajay Taheam and myself. Ajay is the buyer and organiser of the workforce while I am head of IT, finance and quality control. Ajay’s son, Ravi, has also recently become a member of the team. He has taken charge of media, advertising and product development over the past few months.


LT: What would you say are Zeco’s main strengths as a business? AT: Zeco has always been in a strong financial position and continues to invest heavily in stock, product development, marketing and people. This ensures that our quality range of generic products continues to expand and remain in stock, all year round, especially during the busy Back to School period. Our customer service is also second to none; we always go that extra mile for our customers and pride ourselves on the level of quality and service that we offer them. For 2019, we plan to go back to basics, putting a real focus on visiting new and existing UK customers and showcasing our quality product range. New customers are always impressed by how efficient and easy we are to work with, as well as the quality of our competitively priced products and stock availability. LT: Talking of customer service, you recently launched a new website. What improvements have been made? AT: The new website offers a more effective, user-friendly interface with unique customisation features. It makes the ordering of bespoke items,

as well as generic products, much easier - our customers love it. LT: What does Zeco’s schoolwear range offer? AT: The Zeco range is enough to dress any student, giving them a polished look from head to toe. Our garments are available from stock, all year round, in a wide range of sizes and colourways. This includes accessories such as backpacks, book bags and PE bags as well as aprons, lab coats and water bottles. Garment personalisation and a bespoke service is also available for schools looking for their own unique identity. LT: What do you provide in terms of customised items? AT: We provide a bespoke service that includes garment personalisation and Made to Order products. Our Made to Order garments include bespoke blazers, sweatshirts, knitwear and ties. We also cater for any specification needs that customers may have. LT: What does your embroidery and printing service offer? AT: We provide quotes and samples within 24


hours and have those ready for customer approval within 48 hours. Turnaround for all embroidery orders is five days and 14 days for printed orders. We also embroider our own branded garments and third-party garments and offer very low minimums. Plus, we only use Madeira threads for all of our embroideries.


LT: What would you highlight as Zeco’s best-sellers? AT: Definitely the Zeco trouser range. It includes slim, standard, sturdy and extra sturdy fits to accommodate all shapes and sizes and it is made with superior quality, heavyweight fabrics. Parents love them. Our colour-fastening heavyweight polos are also very good sellers as well as our extensive bag collection, which is expanding all the time due to popular demand.

responsible sources only and taking ethical, economic and environmental issues into consideration.

LT: What is your ethical trading policy? AT: Quality, service and price are crucial, but never at the cost of the world around us. We believe in sustaining and ensuring our fair trade ethical policies worldwide. That’s why every Zeco garment is made to follow our standards of conduct by obtaining fabric and labour from

LT: How has trade been this Back to School? AT: Busier than ever. Back to School was very hectic this year, but that’s what it’s all about. We really enjoy it. However, no matter how busy we get, we are always on hand to support our retailers who are the ones on the front line during the Back to School period. We’re always happy to

LT: You’re exhibiting at The Schoolwear Show for Back to School 2019? AT: Yes, we are very excited to be exhibiting at this year’s Schoolwear Show, especially because our stand is going to look completely different to previous years. Ravi has been working with our head designer to make our stand truly unique.

go the extra mile to help our customers with whatever they need. LT: What are the plans for Zeco? AT: In the short term we plan to expand our sales division, enabling us to visit new and existing customers much more frequently. In the long term we plan to continue growing by expanding our range, especially the sportswear and specialist blazers. The only way we can achieve that is by continuing to listen to customer feedback and introducing new lines to accommodate popular demand. Despite the ever-changing market, we pledge to continue our commitment to deliver the same great service to our retailers as we have done since 1976. We are, and always will be, true supporters of the independent retailer.




1880 CLUB t 1880 CLUB prides itself on being “built for the classroom yet durable enough for the rigours of the playground”. Nearly 100 years of tailoring heritage are evident in every 1880 CLUB garment, reflected in the quality of manufacture and the higher specification fabrics used throughout the range. The company develops the fabrics and designs every garment in the range for its ability to perform well – even beyond reasonable wear and tear. The current range spans blazers, shirts, trousers, skirts and knitwear, all of which are available in a wide choice of colours to suit any school and can be adapted to specific institutions with bespoke embroidered badges and trims. Garments are also easy-iron and enhanced with finishes that give them stain resistant properties resulting in improved laundering and increased durability.

APTUS ESSENTIALS u Banner’s brand new, entry-level sportswear range APTUS Essentials, which is aimed at both the primary and secondary schoolwear market, will take centre stage on the company’s stand at this year’s Schoolwear Show. The range comprises a total of 10 multi-purpose garments; a short sleeve training tee, polo shirt, fitted polo shirt, long sleeve multisport shirt, 1/4 zip training top, full zip training top, training shorts, skort, training pants and leggings, available in a vast array of colours and sizes to fit all body types, genders and age groups. Furthermore, the 10 standalone garments also work together with APTUS Performance, Banner’s technical performance sports range, as they share the same colour palette, creating a co-ordinated look to suit all budgets. Thoroughly researched and designed in-house, the range boasts a combination of modern designs, carefully balanced flashes of colour and hints of reflective details to create smart, contemporary garments. The APTUS Essentials range can be seen in its entirety at The Schoolwear Show. 46 - SEPTEMBER/OCTOBER 2018


CKL q CKL has been a major manufacturer, importer and distributor for over 45 years, supplying a vast range of clothing, equipment and accessories to companies all over the UK and Europe. A combination of quality products and experienced, knowledgeable staff ensures CKL can take care of any schoolwear and children’s clothing needs. CKL has a vast stock of schoolwear, sportswear, dancewear, outdoorwear and leisurewear available and also offers a bespoke embroidery service.

BANNER p Banner’s extensive stock supported uniform range for 2019 is expanded further with the addition of a new straight skirt option, the Aspire Straight Kick Pleat Skirt, to its popular Aspire Suiting Collection. The Aspire Collection already features two skirt options; a pleated skirt with stitched down pleats and a straight skirt. The new Aspire straight skirt with kick pleat at the base of the hem at the back of the skirt, allows more freedom of movement and comfort for the wearer while preserving the narrow style of the garment. The skirt is available in black, grey and navy and co-ordinates to match the Aspire Jacket and the Aspire Slimfit trousers. Sizing options include both Junior and Senior sizes from waist size 22” up to 40” and there are a variety of length options to choose from. Other features include back zip and patterned jacquard lining. The fabric used is 65 per cent polyester/35 per cent viscose with the added benefit of a tough protective finish with stain resistance (Maxtech resist plus) to provide extra durability. The skirt can be washed at 40 degrees. Following the successful launch earlier this year of a new suiting range, The Signature Collection, Banner has also extended the sizing range in the Designer straight skirt to include a new, longer 22” length available from waist 24” to 40”. The Designer skirt co-ordinates with both the contemporary styled Signature jacket and the Designer jacket as well as the traditional three patch pocket Ziggys blazer.

CHADWICK TEAMWEAR p Having now had several successful schoolwear seasons under its belt, more and more schoolwear re-sellers are trusting Chadwick Teamwear as their core school sports supplier. The company’s key principles are quality, consistency, continuity and crucially, to innovate functional PE wear that children and young adults genuinely want to wear and that portrays a positive corporate image for the school. Chadwick Teamwear also remains committed to selling directly to re-sellers and not direct to the end user. Look out for some exciting product launches at The Schoolwear Show as well as a new development range due to launch in 2019.




DAVID LUKE SCHOOLWEAR u Visit David Luke at this year’s Schoolwear Show to see its evergrowing, market-leading Eco Uniform and to preview its new sportswear brand for the very first time. From daywear jackets, blazers, trousers, skirts, polos and sweats through to brand new sportswear options, the durable and sustainable choice for schools is David Luke. Visitors to the show can speak to the leading Eco Uniform supplier about how its products represent best value and offer a point of difference for schools. David Luke will also be discussing how it works with its customers to help them maintain and win contracts with schools along with its long-term commitment to the market and independent stockists. David Luke’s product highlights this year include the City Short (DL982), which offers schools a solution to many of the current issues they face. Managing uniforms with rising UK temperatures means senior girls and boys want cooler options. With gender-neutral requirements becoming a hot-topic for schools, shorts can be offered in the stylish shaped fit of the City Short and within a full uniform offer complemented by the new Senior Bermuda Short (DL945) in a straighter fit. The new shorts are available from stock, with the City Short in black only and the Bermuda Short in grey, charcoal and black.

CHARLES KIRK t With over 75 years’ manufacturing experience, Charles Kirk produces stock and bespoke knitwear and sweatshirt garments in Sussex, Europe and Asia. The full range of knitwear, including Heritage Definition, Coolflow, Coolacryl and Wool/Acrylic Blend, will be on display at The Schoolwear Show. Knitted accessories, including scarves and hats with pom-poms and tassels, will also be available. Elsewhere, Charles Kirk will be launching an increased colour palette of the popular Colour+ range of sweatshirts with an improved finish. The vibrant colours are retained no matter how many times the garments are washed. Additionally, the company will be presenting its new senior academy cardigan with a clean and fresh look for today’s changing fashion trends available in both Heritage Definition and Wool Acrylic Blends. Charles Kirk also supplies the Russell and Result ranges and popular garments will be on display showing embroidery and heat transfer printing from its own in-house facilities.



GARDINERS q DIAMOND TEXTILES Diamond Textiles has over 20 years of experience in manufacturing high quality, durable fabrics, specialising in schoolwear and fleece fabrics. The Leicester company has a customer base that spreads nationally as well as offshore connections in Asia to ensure it remains competitive for the production and manufacturing of larger quantities. A strong relationship with its yarn suppliers helps ensure excellent quality and colour stability. Products on offer include cardigans, fabrics, hooded tops, own-label garments, special striped trim garments, sweatshirts and tracksuits.

Footwear and clothing wholesaler, Gardiners, will be showing the new Hush Puppies Back to School footwear range at this year’s Schoolwear Show. Hush Puppies has a worldwide reputation for comfort and offers a customised fitting system known as ‘Fit left Fit right’. Every pair of school shoes comes with three pairs of foot beds made from tough, durable EVA material that won’t flatten or crumble. An arch support is also incorporated to assist with bone development. In terms of styles, highlights include modern-day Mary Jane courts, which feature fun, subtle embellishments to add character whilst remaining suitably formal for the classroom. Key styles for boys have rugged playground appeal thanks to a tread with added non-slip traction and an energy rebounding heel.

ETC SUPPLIES p ETC Supplies is a leading UK supplier for embroidery consumables. The company has over 75 different types of cut and tearaway backing plus its own in-house cutting factory, which means that customers can have their embroidery backing cut to any shape or size. ETC also supplies frames for both industrial and domestic machines, working closely with big brands as well as supplying its own economy range of frames that can be used with Brother PR, Durkee, EMS, Tajima and many more. ETC Supplies prides itself on its customer satisfaction rates and is constantly working on ways to improve customer service.




ESKIMO EPOS Eskimo EPOS is the intuitive multi-channel stock control retail solution for single or multi-store schoolwear retailers. At this year’s show the company will be introducing a new cloud-based solution. Moving away from the constraints of the traditional desk-based application to the freedom and flexibility of the cloud, the new software is set to offer schoolwear retailers a host of real-life operational benefits.

FALCON SPORTSWEAR p For BTS 2019, Falcon Sportswear will be complementing its ever-popular EncoRe style with the introduction of smaller sizes, making the range available for Junior/Primary schools. Three new stock EncoRe colourways of scarlet, royal and a maroon base are available for both T-shirts and polos. In addition, a full range of black/purple/white garments will be presented, further expanding the company’s offering to the retailer. Falcon Sportswear will also be debuting its innovative Fusion range at the show, which sees a twist on traditional school sportswear.

INNOVATION SCHOOLWEAR Having supplied uniform within the schoolwear industry for almost 50 years, Innovation Schoolwear has established itself as a dependable supplier with excellent stock availability and high-quality products. Experience has taught the company that customers value quality, service and reliability, which are the key values this family-run business is built upon. Products and services on offer at this year’s Schoolwear Show include bags, blazers, blouses, caps, cardigans, fleeces, jackets, knitwear, painting smocks, polos, shirts, shorts, skirts, socks, sweatshirts, T-shirts and trousers plus embroidery and screen printing.


GK AGENCIES p Could you make space for an offer of promwear in your schoolwear shop? At a time when sales of school uniform are at their lowest – the end of the academic year - retailers of promwear are at their busiest. GK Agencies carries several children’s fashion brands with special occasion styles including Balloon Chic, Chua, Little Lord & Lady and Milon. Together, these labels make the perfect junior promwear offer, presenting an exciting opportunity for schoolwear retailers to capitalise on the trend.


GREGORY POLLARD/ MAGICFIT u Gregory Pollard/Magicfit is a leading manufacturer of school socks and knitwear in the UK. The one-stop supplier for all schoolwear needs offers ranges of bespoke uniform socks, girls’ tights and team sports and games socks along with basic multipack school socks. The company continues to lead the way in school knitwear carrying through from 2017 when it introduced its unique colour lock technology, which has resulted in steady sales growth. This is supported by consistently high stock holdings throughout the year, especially through the busy Back to School period. Other developments include improvements to school and game socks with the introduction of polyester. This has been seen as a major step forward in the sock market due to improved durability and colour fastness and is something the company has rolled out through all of its special made socks at no extra cost to the customer. Another new addition for this year is the CAD service for special MTO knitwear and socks. Gregory Pollard/Magicfit can now produce CAD drawings, which enables the sampling process to be sped up and, in some cases, leads straight into production.

MAPED HELIX t Helix is a global brand synonymous with quality stationery products. Since launching in 1887, iconic Helix and Oxford products such as the Oxford maths set have helped many generations throughout their school life. Now part of the Maped group, the Helix and Oxford ranges are complemented by the Maped brands, which offer design-led and innovative school products such as the award-winning Jungle Innovation felt pen set. For this year’s Back to School Maped launched the Picnik range, which includes lunchboxes, lunch bags and water bottles with innovative design features making them ideal for children. Also new for 2018 is the fun licensed ranges from Helix, with designs featuring famous brands such as The Pepsi™ collection, which includes pencil cases, erasers and pencil sharpeners, through to the Jelly Belly scented stationery set featuring a bean shaped tin embodying the scent of the popular Very Cherry flavour. Elsewhere, the bestselling Oxford maths set is now available in the two new metallic finishes of silver and rose gold. Both sets include high quality contents and a matching Oxford ballpoint pen. Also in the Oxford Metallics range is the Oxford Premium Writing Set, which features a high-quality fountain pen, rollerball pen and ballpoint pen stored in a stylish metallic tin. uuw SEPTEMBER/OCTOBER 2018 - 51


LOLLIPOP Primrose Marketing has been supplying quality school hair accessories to the schoolwear trade for over 12 years, working with customers to achieve a comprehensive range of both styles and shades required.

THE MAGIC TOUCH p Since 1989, The Magic Touch has pioneered the digital image transfer process, developing new products and applications for companies involved in the school garment and promotional product decoration business. The Magic Touch transfer process continues to evolve with an ever-increasing range of applications possible using the latest technology and equipment. Over recent years the entry-level cost of the equipment has reduced dramatically, whilst the number of printable products possible for personalisation has dramatically increased. This year sees the introduction of the latest Ricoh Direct to Garment (DTG) printers with both entry-level and full production options. The company also continues to innovate with the now established white-toner laser printer technology, introducing new products that include a range of coloured ceramic and enamel mugs together with over 12 different colours of water bottles, which continue to grow in popularity within the school market. The combination of the above, together with sublimation technology and an increasing range of MagiCut textile and garment vinyls, enables The Magic Touch to offer the best affordable solutions with no risk or compromise. To further assist in turning ideas and applications into profit, The Magic Touch hosts monthly sales and marketing training seminars for customers at its UK headquarters in Dunstable. 52 - SEPTEMBER/OCTOBER 2018

ROWLINSON KNITWEAR q Rowlinson will be presenting the schoolwear market’s bestselling knitwear brand Performa® 50, which is pre-washed for extra softness, tested to meet rigorous quality standards and offers outstanding colour retention. With superior fit in mind, garments offer snug fit hems, cuffs and necklines and are super-resistant to pilling. Unlike other garments, Performa® 50 has linked seams, providing a smarter, more comfortable finish for the wearer. Available in a range of colours, plain garments are available from stock with a 24-hour delivery and no minimums. Crew-neck, slipovers and specials are available to order with small minimums of 12 and a 4 to 5-week delivery supported by Rowlinson’s industry-leading fast embroidery service. Introduced to positive customer feedback, Woodbank Sweats incorporates a few small changes to the composition, offering a premium blend of 50 per cent polyester/50 per cent cotton, which guarantees quality, practicality and value. With two new colours, ink and green, Rowlinson now offers a darker and lighter option to complement navy and bottle. Grey is supplied as a 35 per cent cotton/65 per cent polyester blend. Available in crew neck, V-neck, cardigan and jog pant styles in sizes age 2 to 3 years up to XXL, Woodbank Sweats are available from stock in 24 hours with no minimum orders. Additionally, at this year’s show, Rowlinson will be announcing that orders for special striped garments will be fulfilled in just four weeks for Performa® 50 and Performa® Cotton garments from the end of September, making its special service even faster. It will also be revealing its new Performa® branding.


TIE & SCARF COMPANY t Tie & Scarf Company will again be showing its range of school ties and scarves at The Schoolwear Show. The family-owned business reports that the Back to School period for 2018 has been its busiest ever, with its ties now seen in many independent school and sports retail shops plus embroidery and printing companies. As well as UK trade, export is also an important part of the Tie & Scarf Company’s business.

WILLIAM TURNER p William Turner specialises in producing premium quality school ties and accessories. The third-generation, family-owned business will be celebrating 50 years of UK manufacturing in 2019. The Schoolwear Show, therefore, presents the ideal opportunity to discover more about William Turner’s rich heritage and exciting plans for the future. Through its trusted schoolwear retailers, William Turner has provided generations of school children with handmade-quality, British manufactured ties. Stocking the widest range of school ties in the UK, it has also expanded its product offering over the years to meet the changing needs of schools and school children with an exceptional variety of bags, badges, craftwear, winterwear and accessories. The William Turner offering now includes a full range of water bottles with the introduction to its stock range of an infant bottle (380ml), a biodegradable junior bottle (500ml) and the Tritan bottle (800ml) for senior school children or staff. The Tritan bottle is available from stock in seven colours with or without a drinking timeline. Together with the Fruit Infuser bottle, also from stock, and the MTO protein shakers, there is a bottle suitable for every stage of the journey through school. Additionally, all bottles can be overprinted with a school logo. uuw SEPTEMBER/OCTOBER 2018 - 53


WINTERBOTTOM’S SCHOOLWEAR u Winterbottom’s Schoolwear has a number of new products launching at The Schoolwear Show this year. Following the successful rollout of its recycled polyester fabric blazer to a large academy in 2018, the company is now offering a recycled fabric option on all of its forward order jacket and blazer styles in any of the Winterbottom’s standard shade range. In addition, it will be stocking a recycled polyester option of the Kempsey and Knightsbridge styles in core shades for the 2019 season. For budget-sensitive markets, Winterbottom’s has developed the new KENTON blazer. Manufactured with the same attention to high quality, the jacket is designed to give retailers the means to promote a blazer as part of the nominated school uniform with the confidence that it will still represent value for money. Furthermore, Winterbottom’s is introducing five new and exclusive tartan fabrics into its Custom & Bespoke collection. Designed to co-ordinate with its blazers and jackets and available to order as special make up, these new fabrics, exclusively designed by Winterbottom’s, open up the choice of tartan skirts and pinafores available to schools. Finally, following on from the popular BT7 slim fit trouser, Winterbottom’s has a new innovation in boys’ trousers designed to enhance performance and comfort, which it will also be launching at the show.


ZECO For decades, Zeco has supplied quality, hard wearing schoolwear garments to retailers across the UK and overseas. Established in 1976, the success of the family-led business can be attributed to its customer service and quality range of generic products that are kept in stock year-round, especially during the busy Back to School period. As well as extensive stock supported ranges, Zeco also offers a bespoke service that includes garment customisation and Made to Order.


Your Embroidery Services (YES Ltd) is introducing the new and advanced Ricoma TC-8S series single-head embroidery machine alongside the DTG Digital M2 inkjet printer, the SpangleElite transfer machine and the revolutionary Print Wizard digital heat transfer printing system. Ideal for start-ups and established businesses, the Ricoma TC-8S comes with a newly designed high-definition true colour 8” LCD touch screen and a maximum embroidery area of 560mm x 360mm. The machine also possesses a memory capacity that holds 20 million stitches and 200 designs and boasts a maximum speed of 1,200 stitches per minute. Meanwhile, the 3D design view allows for better visibility within a networkable and Wi-Fi friendly interface. Lightweight and versatile enough to race through wide angle caps, the TC-8S can easily tackle oversized items such as blankets and banners using the optional extended table. It is also perfect for embroidery on bags, caps, denim, finished garments plus much more.



1880 CLUB
















































for Schoolwear Specialists SEPTEMBER/OCTOBER 2018 - 55


NAMES & NUMBERS 0 1880 Club 028 9332 7777 A Adam & Louisa • Aden + Anais 0203 735 7569 • A Little Lovely Company 0031 507370191 B

NEXT ISSUE DECEMBER/ JANUARY 2019 •E XHIBITION CALENDAR CWB’s guide to the a/w 19 trade shows • AW19 COLLECTION PREVIEWS A first-look at the new season’s childrenswear collections • SA AWARDS 2018 The winners of the Schoolwear Association Awards 2018

Banner 0333 7000 888 • Best Years 01327 263504 • Blade & Rose www.bladeandrose. • Bob & Blossom 01273 679497

C Chadwick Teamwear 0161 927 2565 • Charles Kirk 01903 244863 • CKL 0141 429 3751 • Cuddledry 01823 323363 D David Luke Schoolwear 0161 272 7474 • Diamond Textiles 0116 251 0121 • Djeco E Eskimo EPOS 01202 477111 • ETC Supplies 0141 550 1188 F Falcon Sportwear 01274 306440 • From Babies with Love 0800 689 1912 • Frugi 07880 491437 www. • Funky Feet Toys 01295 810008 G G ardiners 01452 727300 • GK Agencies 07787 415792 • Gooseberry Fool 07966 732830 • Gunner & Lux H Happy Soap • Hush Puppies 01452 727300 I Inch Blue 01495 291539 • Innovation Schoolwear 0208 887 8778 J

Jellycat 0207 603 9383 • Jenest

K Kids Boetiek • Kidunk 0161 244 8440 L

Lollipop 01494 447000

M Magicfit / Gregory Pollard 0116 277 3857 • Make it British Forum 0208 003 0108 • Makii 0117 230 2112 www. • Maped Helix 01384 286860 • Meri Meri 01242 575868 • Milestone • Moccis 0333 577 7500 N Nailmatic • Nelly’s Treasures info@ O Optimum 01942 497707 P

For editorial email Laura Turner For advertising email Michele Ali

Patachou 07767 300557 • Pigeon 01865 379230 www. • Play & Go • Plan Toys 0117 230 2112

R Rachel Riley 0207 935 7007 • Red Urchin 07810 565999 • Rice • Rowlinson Knitwear 0161 477 7791 S Schoolwear Association www. • Selfie Clothing 01638 333321 uk • Start-Rite Shoes 01603 595200 • Step2wo 020 8445 3111 • Sugarhill Brighton 01273 911393 www. T Textile Forum 07878 764645 • The Magic Touch 01582 671444 • Tie & Scarf Company 0161 761 5151 www. W William Turner 0161 480 8582 • Winterbottom’s Schoolwear 01423 276160 Y Your Embroidery Services (YES) 01623 863343 Z


Zeco 01708 739390 • Zuma the Dog 01458 833427






With 50 years of schoolwear wholesaling behind us we are proud to continue supplying top quality school uniform with excellent stock availability and competitive prices to boot!

BamBam – innovative, high quality but also surprisingly affordable. Tel: 01442 248099 Email:

SCHOOLWEAR EMBROIDERY PRINTING We also offer a full embroidery and printing service whereby you can expect to receive the goods back, ready to sell or wear; making it an easy, hassle-free process. Call: 0208 887 8778

Chris, Carol, Lisa & Ray are the team behind Orchard, a leading second generation childrens clothing agency in the UK, with expertise in London and the South East. Orchard Agency, 28 Fourth Avenue, Frinton-on-Sea, Essex CO13 9DX Tel: 01255 674301 Email: carol&

Email: Visit:

Hand tied, classic hair bows for school, parties & everyday. Pettiskirts, dresses, baby onesies, tutus, wings & wands & t-shirts.

WELDON AGENCIES Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe, Canada and Russia. Catering for boys and girls 0 to 16 years. Styling from contemporary to traditional. FUN & FUN, LE CHIC, DEUX PAR DEUX, FOQUE, SARDON, LARANJINHA, JEYCAT, GULLIVER Weldon Agencies, Southport, Merseyside Tel: 01704 576033 Email:,





New organic label with a unique concept are looking for a distributor in the UK.

The Telegraph(UK) March 2015 “I am impressed by this organic babywear brand”. Tel: +31(0)30 7514025 Email:




TALKING POINT JONATHAN HUDSON Head of marketing, Start-Rite Shoes Jonathan Hudson, Start-Rite Shoes’ new head of marketing, discusses the brand’s school footwear offer as well as how to get the most out of Back to School marketing campaigns. through. We work with physio, podiatrist and biomechanics experts to create shoes that support a child’s developmental and lifestyle needs. Our testing standards are very rigorous and include double industry standards on stitch strength, D-rings and super strong nylon bonded threads. All of our prototype shoes need to look as good as new after the equivalent of 100,000 steps after we’ve tested them on 13 different surfaces (the current industry standard is two). Our waterproof shoes are tested by flexing them 30,000 times while immersed in a water tank and our riptapes are opened and closed 5,000 times. Some of ranges also feature reflective detailing to keep children safe and visible.

Laura Turner: What’s your marketing experience? Jonathan Hudson: I’ve been in marketing for over 20 years and have been lucky enough to work with some amazing national brands in the family market as well as the consumer goods environments. Working for the likes of Homebase and Shop Direct I’ve honed an expertise in digital marketing, delivering integrated cross channel campaigns with content at their core. LT: What sets Start-Rite’s school shoes apart from the competition? JH: We have a rich, 226-year heritage in quality fitted footwear and consider ourselves the experts in children’s shoes. We’re totally committed to fitted footwear and are proud our school shoes stand up to the daily tests that children put them

LT: Can you tell me about Start-Rite’s #KidsWalkTall anti-bullying campaign? JH: As a business we want to support and inspire children. Our shoe collections are built on the belief that all children are different and should be free to be who they want to be, at home and at school, which is where the idea of Kids Walk Tall came from. We know that one in five children have witnessed bullying at school in the last 12 months, meaning that some young people find school difficult. This inspired us to join forces with the Ben Cohen StandUp Foundation to launch our #KidsWalkTall campaign to raise funds for this vital anti-bullying charity. We created a short film where children shared their thoughts on school life, the friendships they’ve made, the struggles they face and how it’s good to be different. For every share of the film on social media with the hashtag #KidsWalkTall, we donated £1 to the charity. LT: What advice do you have for businesses looking to create an effective Back to School campaign? JH: Much like Christmas, Back to School is a time when parents have to spend money - school supplies, stationery, clothing, footwear - the list goes on. However, the world of retail changes all the time. To my mind, businesses need to move away from a traditional approach to Back to School marketing – where it was seen as a “season” that began a month or two before the start of the school year - and view marketing as a


year-round strategy. For us, this means making sure parents know year-round that the Start-Rite product won’t let them down. That’s not to say that the Back to School season isn’t relevant – it is - but businesses that focus on this short period before the start of school, ignoring the entire school year, do so at their peril. There are parents who buy early, buy late, those that spread purchases throughout the year and these parents should not be overlooked. It all boils down to businesses understanding their customers – what they buy, where they buy, when they buy and what resonates with them across the different marketing channels. LT: How can social media enhance Back to School marketing? JH: Lots of businesses are looking to create killer marketing campaigns around Back to School. It goes without saying that social media is an invaluable part of any Back to School marketing strategy. The different social media platforms give great opportunities for brand building and importantly a way to attract new customers. They also bring flexibility to tune creative brand content to suit different channels and drive a richer, emotional connection with a target audience. LT: What do you foresee as the future trends in marketing? JH: Businesses must put content and data front and centre. Visual and shareable content rooted in a brand’s DNA will dominate and differentiate businesses from the competition, disrupting conventional marketing models. The speed at which brands can create content matters and has a huge part to play in their success or otherwise. Data is paramount. Interpreting the right data, watching user behaviours and analysing what content is driving traffic and ultimately driving sales should inform an integrated marketing strategy. Technological developments in voice recognition devices such as Google Home and Amazon Echo present a hugely exciting opportunity for pioneering retail brands who are quick to market the opportunity, the key here is having content that answers questions.

Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.